| DC Field | Value | Language |
|---|
| dc.date.accessioned | 2019-02-01T07:43:05Z | - |
| dc.date.available | 2019-02-01T07:43:05Z | - |
| dc.date.issued | 2018-01 | - |
| dc.identifier.uri | . | - |
| dc.identifier.uri | http://hdl.handle.net/123456789/4208 | - |
| dc.description.abstract | Today,in the new competitive environment,the developmentofclose,long-lasting
relationshipswithselectedtargetcustomerhasbeenoftenadvocatedintheinternational
literatureasamajorstrategictooltolimitcompetitioninmarketsandtodefendbank
profitabilityinthelongrun.Recentlymorethaneverbefore,strongcompetitionand
increasingcustomerawarenessandcomplexityarethebigchallengestothebankingsector.
Accordingtomarketingscholars,relationshipmarketingisthebeststrategyforthispurpose.
Thisresearchseekstoempiricallyevaluatetheimpactoftheunderpinningsofrelationship
marketingoncustomerloyaltyinCommercialBankofEthiopia.Theresearchinvolved
respondentsof400customersandeightbranchmanagersofcommercialbankofEthiopia.
Thetoolsusedfordatagatheringwerequestionnaireandinterviewforcustomersandbranch
managersrespectively.ThedatawereanalyzedusingStatisticalPackageforSocialScientists
20.0version.Descriptivestatistics,Correlation,independentsampleT-Test,Analysisof
Variance(ANOVA),multipleRegressionanalysiswereusedtoanalyzethedatafrom the
customersurvey.Theresultsobtainedbyanalyzingthedataindicatethatthereisapositive
relation between relationship marketing factorsand customers’loyalty.Commitment,
empathy,trustandconflicthandlingfactorsholdthefirsttofourthprioritiesinrelationtothe
customers’loyalty.Thefindingsshowtherecognitionoftherelationshipmarketingandits
extensionofthedimensionsareessentialfactorstoretaincustomersandimprovingloyalty.It
isalsorecommendedthatthebanktoworkonrelationshipmarketingaggressively. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | St. Mary's University | en_US |
| dc.subject | Relationshipmarketing,Trust,Commitment,Conflicthandling | en_US |
| dc.subject | Empathy,and customer loyal | en_US |
| dc.title | THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY THE CASE OF COMMERCIAL BANK OF ETHIOPIA | en_US |
| dc.type | Thesis | en_US |
| Appears in Collections: | Business Administration
|
