Browsing by Author "Tsega Habtegebriel"

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    Factors Affecting Customer Retention in Debub Global Bank S.C.
    (Addis Ababa University, 2022-06) Tsega Habtegebriel; Getie Andualem (PhD)
    Customers are the key focus of all businesses without them banks have no resources and no earnings. As a result, customer has the potential to be an effective instrument that banks can utilize to acquire a strategic edge in today's ever-increasingly competitive banking business, and retaining them is very important because obtaining new customer incur more cost than retaining the current. Therefore, this study aimed to investigate factors affecting customer retention in Debub Global Bank. To achieve the research objective, explanatory research designs were employed. In addition, proportionate stratified and convenience sampling were applied. Subsequently, each of the branches under a different Grade level is treated as a separate stratum and convenience sampling was used to select respondents. To collect primary data a questionnaire and interview were used. Consequently, the study distributed 384 questionnaires and the analysis was made based on 337 successfully responded questionnaires. A multiple regression model was constructed for the dependent variable (customer retention) and six independent variables (i.e., service quality, customer satisfaction, price perception, customer trust, brand image, and technology). SPSS was used to perform data analysis. As result, the regression test showed that at a five percent significant level customer satisfaction and customer trust have the highest positive and significant effect on customer retention followed by service quality, price perception, brand image, and technology. Finally, among others, the researcher recommends that management must continuously survey to assess the level of satisfaction, empowerment, and capacity development of employees, embrace financial technologies and customize the product and service. Further, it concludes that all the variables are significant so the banks give more effort to the improvement of customer retention determinants to enhance the level of customer retention. Keywords: Service Quality, Customer Trust, Customer Satisfaction, Price Perception, Technology, Brand Image