The Impact Of Customer Relationship Marketing On Customer Loyalty In Banking Industry, The Case Of Dashen Bank
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Addis, Samuel | |
| dc.date.accessioned | 2018-10-23T07:24:55Z | |
| dc.date.accessioned | 2023-11-04T14:12:10Z | |
| dc.date.available | 2018-10-23T07:24:55Z | |
| dc.date.available | 2023-11-04T14:12:10Z | |
| dc.date.issued | 2017-06-03 | |
| dc.description.abstract | The purpose of this study is to provide an insight into the impact of relationship marketing strategy on customer loyalty of retail banking industry particularly in Dashen bank and to examines whether these relationship strengthen through improvements in banking relationship. A questionnaire derived from previous studies. Multiple regression analysis assessed the impact on customer loyalty of four key construct of customer relationship marketing (Trust, Commitment, empathy and conflict handling). Results indicate that four variables have significant effect and predict good proportion of variance in customer loyalty.There are many different relationship marketing dimensions implemented for retaining customers. Therefore, this study is aimed to explore the impact of relationship marketing dimensions (trust, commitment, conflict handling, and empathy) on customer loyalty, by focusing on the Dashen bank. 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 is chosen in this research. In order to collect primary data, a self-completed questionnaire is designed and was randomly given to the customers of Dashen bank. In addition to questionnaire, semi structured interview questions are prepared to get information from the organization which is analysed qualitatively.It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced and retained by marketing plans aimed at building trust, demonstrating commitment to service ,have empathy on customers feelings and proactive fashion, and handling conflict efficiently. Furthermore, they are significantly related to one another. The relationship investigated in this study deserves further research. Because the data analyzed were collected from one sector of the service industry in one country, more studies are required before general conclusions can be drawn | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/13064 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Relationship Marketing | en_US |
| dc.subject | Trust | en_US |
| dc.subject | Commitment | en_US |
| dc.title | The Impact Of Customer Relationship Marketing On Customer Loyalty In Banking Industry, The Case Of Dashen Bank | en_US |
| dc.type | Thesis | en_US |