Browsing by Author "Feven Adane"

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    The Effect of Relationship Marketing on Customer Loyalty: A Comparative Study Between Public and Private Insurance Companies
    (Addis Ababa University, 2022-06) Feven Adane; Mulugeta G/Medhin (PhD)
    The aim of the paper was to examining the effect of relationship marketing components on. Trust, commitment, satisfaction, communication and conflict handling on customer loyalty in Ethiopian insurance industry. Comparative study was made between public and private insurance companies (a case of Ethiopian insurance corporation and United Insurance S.C. The data were collected from Ethiopian Insurance Corporation and united insurance S.C from Addis Ababa branch from 356 customers by using questioner. The researcher was use quantitative research approach and descriptive and explanatory designs. The collected data were analyzed by using SPSS version 20. The conclusion of the study was draw by using tables. Independent (relationship marketing dimension) and dependent variables (loyalty) have been found to be positively correlated. The study indicates that Trust, commitment, satisfaction, communication and conflict handling were found to have statistically significant effect on customers’ loyalty. Therefore, based on the findings of this research, it was recommended that the both insurances should enhance the relationship marketing by being more transparent, by updating their service outlets , by using different more convenient communication channel to also by implementing loyalty program to enhance the level of customer loyalty more than this. Key words: Customer loyalty, trust, commitment, satisfaction, communication and conflict handling