| Abstract: | This study aimed to investigate the influence of relationship marketing on customer loyalty at
Multichoice Ethiopia and to examine the effect of each relationship-marketing factor (i.e., Trust,
Commitment, perceived value, Empathy, and Conflict Handling) on customer loyalty. The digital
entertainment industry is undergoing rapid and widespread changes due to the global economy
and competitive markets. Relationship marketing is an ideal strategy for creating and
maintaining long-term customer relationships in this industry. Both descriptive and explanatory
research design was used, and data was collected through a survey of 282 customers.
Descriptive and regression analysis were used to analyze the data. The results showed that
overall relationship marketing had a significant positive effect on customer loyalty. Regression
analysis revealed that MCE’s relationship marketing practices could explain 78.93% of
customer loyalty. Three out of five relationship dimensions (Perceived value, Trust, and Conflict
Handling) demonstrated a significant association with customer loyalty in Multi Choice
Ethiopia, while Commitment and Empathy were statistically insignificant. Based on these
findings, it is recommended that Multichoice Ethiopia prioritize creating and developing
customer trust, demonstrating commitment, and implementing effective conflict-handling
strategies to gain a competitive advantage in customer loyalty. |
