Strategic Planning as a Mediator between  Customer Relationship Management and Business Performance:  Evidence from Ethiopian Private Banks

Dereje Dinsa  Negeri; Admassu Tesso  Huluka; Shashi  Kant

doi:10.36941/mjss-2026-0118

Authors

Dereje Dinsa Negeri PhD Scholar Department of Marketing Management, Bule Hora University, Ethiopia
Admassu Tesso Huluka Associate Professor of Development Studies, Department of Development Management, Ethiopian Civil Service University Ethiopia
Shashi Kant Professor in Management DMI-St. Eugene University, Zambia, Tanzania

DOI:

https://doi.org/10.36941/mjss-2026-0118

Keywords:

Business performance, Customer relationship management, Strategic planning, Private Banking industry.

Abstract

The purpose of this article is to examine how strategic planning functions as a mediator in the link between business performance (BP) and customer relationship management (CRM). It tackles the issue of how businesses should integrate strategic planning procedures into their CRM operations to maximize performance. Businesses that successfully incorporate strategic planning into their CRM systems typically see improvements in business performance indicators like profitability and customer satisfaction. The consequences of these findings indicate that companies should emphasize developing strong strategic planning capabilities in addition to implementing CRM technologies. Future study avenues include examining how evolving technologies affect CRM and strategic planning, as well as how organizational culture contributes to the successful integration of these components. Longitudinal research may also shed further light on the long-term advantages of strategic planning alignment and efficient CRM.

Received: 23 May 2026 / Accepted: 30 June 2026 / Published: July 2026