The Effect of Customer Relationship Marketing on Customer Loyalty in public and private Commercial Banks in Ethiopia
No Thumbnail Available
Date
2017-06-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The purpose of this study was to explain the effects of customer relationship marketing
dimensions on customer Loyalty of commercial banks in Ethiopia. Samples of 400 respondents
were drawn from both public and private commercial banks in Addis Ababa, Ethiopia where
structured questionnaires were distributed to these samples. However, the response rate from
among the intended samples was only 96% therefore; around 384 responses were found to be
workable by this study. A theoretical framework was used as a guideline to test the relationships
between relationship marketing dimensions and customer loyalty.
A quantitative method which is cross-sectional study with deductive approach and explanatory
type of research design was chosen in this study. SPSS V 24.0 was used to analyze the data
collected and to test the hypotheses put forward. The findings of this study then showed that all
the dimensions of customer relationship marketing namely, trust, commitment, conflict
handling, empathy and communication have a positive and significant relationship with
customer Loyalty of commercial banks in Ethiopia which led to, the acceptance of hypotheses
one through five. And this was found by running correlation and multiple linear regression
analysis on SPSS.Also the testing of the sixth and the seven hypotheses, which set out to find any
significant difference between the different dimensions of customer relationship marketing
dimensions and customer loyalty of public and private banks respectively showed that there was
significant difference which led to the acceptance of hypotheses six and seven. These findings
are beneficial for both public and private banks in Ethiopia to make their customers Loyal
Description
Keywords
trust, commitment, conflict handling