The Effect of Customer based Brand Equity on Customer Satisfaction: The Case of Commercial Bank of Ethiopia
| dc.contributor.advisor | G/Medhin, Mulugeta (PhD) | |
| dc.contributor.author | Yohannes, Zekarias | |
| dc.date.accessioned | 2021-04-27T08:16:23Z | |
| dc.date.accessioned | 2023-11-04T14:09:12Z | |
| dc.date.available | 2021-04-27T08:16:23Z | |
| dc.date.available | 2023-11-04T14:09:12Z | |
| dc.date.issued | 2016-06 | |
| dc.description.abstract | Today in competitive world of businesses, survival and effectiveness of an organization depend on the long-term satisfaction of customers. One of the most important factors affecting customer satisfaction and maintaining customer is brand equity. The brand equity increase the efficiency of the marketing plans and customer loyalty for the brand, decreases expenses and cost of the promotional activities and provides platform to develop it via brand extension. The present study was undertaken to investigate the effect of selected customer based brand equity dimensions on customer satisfaction in commercial bank of Ethiopia. For this a Descriptive design was used. A total of 383 questionnaires were distributed to the customers in the selected branches of the bank and a total of 318 customers‟ return the questionnaire properly. The results are investigated in terms of descriptive statistics followed by inferential statistics on the variables. Hypotheses were developed to see the effect of all the independent variables (brand awareness, perceived quality, brand association, and brand loyalty) on the dependent variable (customer satisfaction). The findings obtained indicated that CBBE have a positive influence on customer satisfaction. Furthermore, it provided suggestions to improve customer satisfaction. Like enhancing brand awareness as its perception and recognition among present and potential customers is contributing to the customer satisfaction and consequently better business results | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26229 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | customer based brand equity | en_US |
| dc.subject | brand awareness | en_US |
| dc.subject | perceived quality | en_US |
| dc.title | The Effect of Customer based Brand Equity on Customer Satisfaction: The Case of Commercial Bank of Ethiopia | en_US |
| dc.type | Thesis | en_US |