The Effect of Customer Relationship Management on the Performance of Commercial Banks in Tanzania

This study explores the effect of customer relationship management (CRM) on the performance of Commercial Banks in Tanzania. Data are collected through a survey from 272 employees across various departments within 19 commercial Banks and analysed by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that technology-based CRM, customer knowledge management, and CRM organization exert positive and significant effect on the performance of commercial banks. However, customer orientation, while positively related, remains statistically insignificant. This study provides policy recommendations to policymakers who are engaged in designing CRM strategy with a view to enhance robust performance of commercial Banks in Tanzania.