Browsing by Author "Getaneh, Dereje"

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    The Effect of Relationship Marketing Components on Customer Loyalty in Ethiopian Banking Industry: The Case of Commercial Bank of Ethiopia and Dashen Bank S.c
    (Addis Ababa University, 2017-06) Getaneh, Dereje; G/Medhin, Mulugeta (PhD)
    The purpose of this paper was to examine the effect of relationship marketing components-trust, commitment, conflict handling, communication, and commitment on customer loyalty in Ethiopian banking industry specifically the case of Commercial bank of Ethiopia and Dashen bank S.C. A structured questionnaire was developed and distributed to 380 sample bank customers out of which 330 respondents gave a valid response and the hypotheses were tested on these customers’ responses. The researcher uses both systematic and stratified sampling techniques to select sample respondents from the total population under the study. A quantitative method with deductive approach is chosen in this research. The findings show that relationship marketing dimensions have an effect on customer loyalty. All the independent variables are positively and directly related to customer loyalty particularly in Commercial bank of Ethiopia and Dashen Bank S.C and in general in Ethiopian Banking industry. The relationship between relationship marketing and customer loyalty is found to be significant. Therefore, Commercial bank of Ethiopia and Dashen Bank S.Cs should make the whole system on work with customers, not in opposite of customers. And also they are expected to invest more on attracting new customers and retaining the existing ones with regard to relationship marketing to increase customer loyalty.
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    The Effect Of Relationship Marketing Components On Customer Loyalty In The Ethiopian Banking Industry: The Case Of Commercial Bank Of Ethiopia And Dashen Bank
    (Addis Ababa University, 2017-06-03) Getaneh, Dereje; G/Medhin, Mulugeta (PhD)
    The purpose of this paper was to examine the effect of relationship marketing components-trust, commitment, conflict handling, communication, and commitment on customer loyalty in Ethiopian banking industry specifically the case of Commercial bank of Ethiopia and Dashen bank S.C. A structured questionnaire was developed and distributed to 380 sample bank customers out of which 330 respondents gave a valid response and the hypotheses were tested on these customers’ responses. The researcher uses both systematic and stratified sampling techniques to select sample respondents from the total population under the study. A quantitative method with deductive approach is chosen in this research. The findings show that relationship marketing dimensions have an effect on customer loyalty. All the independent variables are positively and directly related to customer loyalty particularly in Commercial bank of Ethiopia and Dashen Bank S.C and in general in Ethiopian Banking industry. The relationship between relationship marketing and customer loyalty is found to be significant. Therefore, Commercial bank of Ethiopia and Dashen Bank S.Cs should make the whole system on work with customers, not in opposite of customers. And also they are expected to invest more on attracting new customers and retaining the existing ones with regard to relationship marketing to increase customer loyalty