Customer Orientation and Business Performance of Financial Institution: A Case Study of Eastern Hararghe Commercial Bank of Ethiopia

Document Type : Research Paper


Department of Management, College of Business and Economics, Haramaya University, Dire Dawa, Ethiopia


The main objective of the paper is to investigate customer treatment, financial efficiency and supporting customer services with modern banking technology in financial institutions. The customer orientation and business performance of financial institutions targets customer services to maintain long term mutual relationships. The findings of the study has direct practical relevance for the banking institutions.  Currently, Commercial Bank of Ethiopia  dominates the  private commercial banks in terms of having millions of customers and hundreds of branches throughout the country. The result of the study also indicates customer orientation has  assisted the bank to improve its customers need, even though competeing with  private commercial banks with different banking strategies is proved to be a challenge to commercial bank of Ethiopia. Additionally, customer orientation is crucial for financial institutions like banking sector since their business income is generated from service rendering to customers. This study will provide new insights in approach to customer orientation in the financial sector of the bank. The study results are  beneficial towards enhancing the quality of customer services of the banking sector.


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