Mesfin, Tewodros (PhD)Kebede, Helina2021-05-042023-11-042021-05-042023-11-042016-06http://etd.aau.edu.et/handle/123456789/26305The purpose of this study is to explain the effects of consumer based brand equity dimensions on customer retention of banks in Ethiopia. A sample of 384 respondents was drawn from both public and private banks in Addis Ababa, Ethiopia where a structured questionnaire was distributed to these samples. However, the response rate from among the intended samples was only 89.58% therefore; around 344 responses were found to be workable by this study. SPSS V 20.0 was used to analyze the data collected and to test the hypotheses put forward. The findings of this study then show that all the dimensions of consumer based brand equity namely, perceived quality, brand loyalty, brand image, brand association and organizational association have a positive and significant relationship with customer retention of banks in Ethiopia which led to, the acceptance of hypotheses one through five. And this was found by running multiple linear regressions on SPSS. The testing of the sixth and final hypothesis, which set out to find any significant difference between the different dimensions of consumer based brand equity of public and private banks show that there is no significant difference in the means of perceived quality, brand loyalty, brand image between public and private banks but the means of organizational association and that of brand association were found to be significantly different between public and private banks in Ethiopia. This led to the partial acceptance of the sixth hypothesis. These findings are beneficial for both public and private banks in Ethiopia to retain their customers. And for interested researchers this study suggested to incorporate a larger sample size than this work utilized and also include cities of Ethiopia other than Addis Ababa, to be able to generalize the findings to the entire financial industry of Ethiopiaen-USPerceived qualitybrand associationbrand loyaltyThesis