The Effect of Customer Relationship Marketing on Retention of Corporate Subscriber Customers (In the case of Media & Communication Center (MCC) Company)
| dc.contributor.advisor | Tefera, Belaynesh (PhD) | |
| dc.contributor.author | Kendie, Nega | |
| dc.date.accessioned | 2021-01-05T06:33:26Z | |
| dc.date.accessioned | 2023-11-04T14:08:45Z | |
| dc.date.available | 2021-01-05T06:33:26Z | |
| dc.date.available | 2023-11-04T14:08:45Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | The importance of practicing customer relationship marketing efforts is indispensable to attract and retain corporate customers. Similarly, customer retention is too crucial for a company to have retained corporate customers and generate greater revenues. Media & Communication Center (MCC) should have more greater retained customers than it has today as it is a pioneer and a more than two and half decade year old Print Media Company. However, because of the external and internal challenges along with competitions among the existing private print media companies are a challenging problem to retain customers. The objective of this study was to examine, understand and predict the effect of customer relationship marketing and their effects on the retention of corporate subscriber customers of the MCC, a private print media company and publisher of ―Reporter‖ and ―The Reporter‖ Newspapers. Quantitative research techniques were applied and to collect primary data structured questionnaires were also designed and distributed to the corporate subscriber customers of MCC. For data analysis, SPSS 20.0 version was used for descriptive statistics, correlation analysis, and multiple regressions analyses. Findings revealed that the predicted variable is positively and significantly resulted by the respective predictor variables. The correlation between the dependent variable and the independent variables; the central tendency of IVs; and the multiple regressions analyses results also confirmed that all the four tested constructs of relationship marketing remain as significant and positive predictors of the predicted variable, corporate subscriber customer retention. Therefore, customer relationship marketing has a positive and significant effect on retention of corporate subscriber customers | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24560 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Media & Communication Center | en_US |
| dc.subject | Relationship Marketing | en_US |
| dc.subject | Trust | en_US |
| dc.title | The Effect of Customer Relationship Marketing on Retention of Corporate Subscriber Customers (In the case of Media & Communication Center (MCC) Company) | en_US |
| dc.type | Thesis | en_US |