The Effect of Relationship Marketing On Satisfaction of Trade Service Customers of Commercial Bank of Ethiopia
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Date
2018-06-14
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Addis Ababa University
Abstract
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.
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Keywords
Relationship marketing,, Trust,, Commitment