Effect of Relationship Marketing on Customer Loyalty: In Case of Wegagen Bank, South District Addis Ababa
| dc.contributor.advisor | Meskerem Mitiku Ferede (PhD) | |
| dc.contributor.author | Haftamu Hiluf Gebrerufael | |
| dc.date.accessioned | 2025-03-06T14:15:30Z | |
| dc.date.available | 2025-03-06T14:15:30Z | |
| dc.date.issued | 2024-02-01 | |
| dc.description.abstract | Any business that lacks an effective marketing staff and tactics will eventually collapse. Bankers need to attract and hold onto profitable clients to stay profitable and have a competitive edge in the market. Without a doubt, relationship marketing is used for this. This study's goal is to find out how relationship marketing affects client loyalty. In the instance of South District Addis Ababa's Wegagen Bank. The first and most significant deficiency stems from the researcher's knowledge base; so far, Wegagen Bank relationship marketing has not been the subject of any research. The dearth of research on the district level was another motivation for this study's conduct. The lack of depth in the literature on relationship marketing, in addition to the aforementioned deficiencies, inspired the investigator to conduct this study. Adding new variables is the other driving force. The researcher is therefore driven to carry out this investigation as a result of these driving forces. An explanatory research design was adopted in this study. Convenience sampling was employed by the researcher to select survey takers from the study's total population of 401. Primary data sources were employed in this investigation. A closed-ended questionnaire with a five-point Likert scale that was taken from earlier research was used to gather the primary data. Because this study takes a quantitative approach, the data was analyzed using regression and correlation models with the use of the SPSS version 26 software. The study indicated that while communication was shown to be minor, trust, commitment, empathy, and conflict resolution were found to have a substantial impact on consumer loyalty. This research suggested that to ensure trust, commitment, empathy, and dispute resolution and the bank should reevaluate its relationship marketing. To maintain and sustain sound relationship marketing, the study also suggests specific actions that should be taken by the banks, government, stakeholders, professionals, and academicians. Since relationship marketing has not been thoroughly investigated from various economic sectors, this investigation recommended additional studies to be done in this area. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/4987 | |
| dc.language.iso | en_US | |
| dc.publisher | AAU | |
| dc.title | Effect of Relationship Marketing on Customer Loyalty: In Case of Wegagen Bank, South District Addis Ababa | |
| dc.type | Thesis |