The Effect of Relationship Marketing On Satisfaction of Trade Service Customers of Commercial Bank of Ethiopia

No Thumbnail Available



Journal Title

Journal ISSN

Volume Title


Addis Ababa University


The main objective of this study is to examine the effect of relationship marketing on customer satisfaction of trade service customers of Commercial Bank of Ethiopia. To achieve the objectives of the study, the study employed quantitative approach and explanatory study. Correlation analysis is used to examine the relationship between relationship marketing variables and satisfaction. Multiple regression analysis also used to measure the effect on customer satisfaction of six key constructs of relationship marketing (trust, commitment, communication, conflict handling, competence and special treatment). The respondents were drawn from trade service special outlets and six special grade branches of Commercial Bank of Ethiopia. From TS customer’s importers and exporters who have engaged in processing using different international payment methods included in the study. Data was collected through questionnaire from a sample of 355 TS customers. Data collected from the questionnaire were analyzed using SPSS version 20 statistical tools such as mean, standard deviation quantitatively, and followed by correlation and regression analysis has been made. The result of the study indicates that all relationship marketing variables have positive relationship with customer satisfaction. The regression result also confirmed that there is positive and significant effect of relationship marketing variables (trust, commitment, communication, conflict handling, competence and special treatment on satisfaction of trade service customers of Commercial Bank of Ethiopia. Depending on the findings, practical implications of this study is, in order to ensure satisfaction among trade service customers; bankers should build a better relationship marketing strategy. Therefore, banks competitiveness and profitability will depend on their ability to build strong relationship with their customers continuously. Furthermore, future research directions were also suggested on this study.



Relationship marketing,, Trust,, Commitment