Browsing by Author "Yadelew Asnakew"

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    The Influence of Corporate Brand on Customer Loyalty in Case of Zemen Bank
    (Addis Ababa University, 2024-10) Yadelew Asnakew; Belaynesh Tefera (PhD)
    The aim of this study was to determine the influence of corporate brand on customer loyalty of Zemen bank in Addis Ababa. Corporate brand dimensions including corporate brand image, corporate brand reputation, corporate brand communication and corporate brand familiarity has been used as a factor in influencing customer loyalty. A self-administered questionnaire was used to conduct a survey among customers of two purposively selected departments of Zemen bank and 3 banking centers of Zemen bank. The study included a methodical review of papers and records. The researcher proportionally distributed 384 questionnaires to customers of the two selected departments and three selected branches of which 345 of the questionnaires were returned and properly filled. The data was analyzed using regression and descriptive analysis with diagnostic tests in SPSS version 27.0 for Windows. Poor corporate image analysis correlates with poor customer Loyalty. Poor corporate reputation has a direct impact on the prevalence of poor customer loyalty in Zemen bank in Addis Ababa. Corporate communication did not play a role. According to the study, corporate reputation, corporate image and corporate familiarity have positive and significant effect on customer loyalty of Zemen bank. So that, the bank should conduct an intensive and adequate ways and procedures in order to build a good customer loyalty since customer reputation has a greater influence. Key words: Customer loyalty, corporate image, corporate communication and corporate familiarity