The Effect of Relationship Quality on Customer Loyalty in Commercial Bank of Ethiopia Branches in Addis Ababa
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Date
2015-05
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Addis Ababa University
Abstract
The objective of this study was to examine the effect of Relationship Quality on customer loyalty in the context of Commercial Bank of Ethiopia Addis Ababa. The study used quantitative research approach to achieve the associated objectives. A survey was made by taking 100 samples of CBE private current account holders as respondents through conveniencesamplingmethod techniques to distribute structured questionnaire and finally analysis and conclusion were made based on the data obtained from these respondents. The findings show that relationship quality dimensions have impact on customer loyalty. All the independent variables are positively and directly related to customer loyalty particularly in Commercial bank of Ethiopia. The relationship between customer satisfactions, communication, and trust and customer loyalty is significant. The results indicate that communication is the most determinant of customer loyalty among relationship quality dimensions, thus affecting the firm’s relationship quality leading to customer intention through effective communication with customers
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Keywords
Relationship quality, Customer loyalty, Trust