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Influence Of Customer Relationship Management On Business Performance: A Case Study Of Commercial Banks In Uganda

This study aimed at examining the influence of Customer Relationship Management (CRM) systems on business
performance in commercial banks in Uganda. The research aimed at analyzing the impact of CRM on customer
satisfaction, retention, profitability, and operational efficiency, as well as to identify challenges and opportunities in
CRM implementation. Using logistic regression analysis, significant results were found. CRM adoption positively
influenced customer satisfaction and retention, with an odds ratio of 3.83 (p-value = 0.003), while system features,
staff training, customer interaction frequency, and customer trust also demonstrated significant impacts. In terms of
profitability and operational efficiency, CRM adoption and system integration showed positive effects with odds ratios
of 4.56 (p-value = 0.001) and 2.91 (p-value = 0.006), respectively. The study further revealed that challenges such as
technological readiness, management support, financial investment, and regulatory environment were critical to CRM
success, with management support showing the strongest odds ratio of 4.90 (p-value = 0.002). The findings suggested
that banks must prioritize efficient CRM system integration, invest in staff training, and ensure strong management
support to maximize CRM benefits. Additionally, regulatory frameworks should be supportive of technological
innovations in banking. The research concluded that CRM adoption is a key driver of customer satisfaction, retention,
profitability, and operational efficiency in the banking sector in Uganda. Based on these findings, it is recommended
that commercial banks focus on improving technological readiness, fostering a customer-centric culture, and ensuring
timely CRM system implementation to enhance business performance.

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