Impact of Technical CRM on Ethiopia Bank Human-Computer Interface and Competitive Advantage as Mediators of Performance

Abstract

Banks through Human Computer Interface (HCI) can better understand and predict the demands of both present and potential clients with the use of technical customer relationship management. According to the current study, a bank’s performance is not immediately impacted by the mere adoption of technical CRM. This study aims to demonstrate how the bank may build effective technological CRM, which ultimately leads to bank success, with the assistance of competitive advantage (CA) and human computer interface (HCI). Through the use of factor analysis both confirmatory and exploratory researchers manifested the data normality and latent determinants determination. Structural equation mediation model (SEM) based on Baron and Kenny technique was employed to test the mediation of HCI and CA, this study suggests optimize the technical customer relationship management efficiency through serial mediation of HCI and CA. This study has been carried out in Ethiopian commercial banks to obtain a more comprehensive understanding and improvement of the existing technical CRM deployment.