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Deploying technical customer relationship management systems does not directly improve bank performance on its own. Instead, technology delivers results when coupled with effective human-computer interfaces and strong competitive advantage. By examining data from commercial banks in Ethiopia, the research investigates how systems can be configured to properly support organisational success. Factor analysis and structural equation modelling were applied to evaluate the structural relationships between the variables. The findings confirm that technical customer relationship management achieves optimal efficiency through a serial mediation pathway involving human-computer interface design followed by competitive advantage. To improve outcomes from digital investments, banking institutions need to focus on how users interact with technology to generate strategic strengths rather than expecting immediate performance gains from software adoption alone.
Financial institutions often invest heavily in customer management software without experiencing direct benefits. By showing that software must be reinforced by sound interface design and clear competitive advantage, this research helps commercial banks recognise that software tools alone do not drive performance, guiding better design and deployment strategies for digital banking infrastructure.
This applied research offers strategic guidance for commercial banks and banking software providers seeking to optimise existing technical customer relationship management deployments. It identifies practical mediators, specifically interface design and competitive advantage, that determine system efficiency. While validated within Ethiopian banks, the findings represent an operational model rather than a packaged software product, meaning that institutions would need to translate these insights into their specific interface and operational workflows.
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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.
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DOI: 10.1109/ic2pct60090.2024.10486237
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