Integration Of Enterprise Resource Planning (erp) And Customer Relationship Management (crm) For Quality Service Deliver Achievements Challenges And Prospects The Case Of Ethiopian Airlines

Service quality and customer satisfaction are very important concepts that companiesrnmust understand in order to remain competitive in business and hence grow and in thernprocess of delivering quality service, technology plays a larger role. The purpose ofrnthis study was t0 explore the achievements, pinpoint the challenges and scrutinize thernprospects of integrating Enterprise Resource Planning (ERP) & Customer RelationshiprnManagement (CRM) and analyze their impact on quality service delivery in EthiopianrnAirlines. A structured questionnaire was designed, pre-tested, modified, and self-rndistributed to senior executives, employees and customers of the company to capturerndata. A total sample of 165 were taken as a respondent. Out of these, 115 werernemployees of the company and 50 were customers who have made a flight withrnEthiopian airlines on any route. Quantitative & qualitative techniques were selected torncollect the data. Non-probability purposive sampling was used during the selection ofrnthe sample. The SPSS computer package was used to analyze the collected data.rnFeedbacks received from 84 employees and 45 customers were analyzed & the responsernrate was 73.1 and 90 percent respectively. The analysis of employee responses revealedrnthat the integrated systems has improved various functions of different department inrnthe company by acting as a catalyst to support the tactical planning processes, ensuresrnthe right number and kinds of people at the right place and right time, reduced thernfinancial cycle closing time and improve the supply chain performance by addingrnvalue to the company. In addition, since the integration, the company is enjoying thernultimate benefit of all-in-one system that can decrease errors, lower cycle times,rnreduces turnaround time, and support management decisions. The findings alsornindicated that delivering high quality service increase customer satisfaction, which inrnturn leads to high level of customer commitment and loyalty. Several challenges werernalso pointed out among which included lack of finance to update and maintain thernsystems, lack of expertise in IT to operate the systems, lack of training andrndevelopment of staff on the systems. The study also assessed the perception of therncustomers about the quality of the service delivered by the Ethiopian Airlines by usingrnfive dimensions of the SERVQUAL model. The result revealed that, in reliability,rntangibles and assurance dimensions, the customers are satisfied, but in responsivenessrnand empathy, they feel dissatisfied. This implies the existence of inefficiency inrndelivering prompt service, helping customers & responding to their inquiries andrnunderstanding individual customer needs. Finally, the findings are so important tornenable the company managers to have better understanding of customers’ perceptionrnof service quality and employee attitudes toward integrated systems to furtherrnimprove the systems and measure customers’ satisfaction & service quality seasonallyrnto keep the services corresponded with customers’ opinions.rnKey words: Enterprise Resource Planning (ERP), Customer Relationship Management,rnIntegration of ERP and CRM, Service Quality, Ethiopian Airlines

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