The Effect Of Customer Relationship Marketing On Customer Loyalty The Case Of Commercial Banks In Ethiopia

Banking industry in Ethiopia has stiff competition thus banks need to considerrnvarious strategic options and programs in order to survive and thrive. One ofrnstrategy is Customer Relationship Marketing (CRM).This study was aimed tornexamine the effect of customer relationship marketing dimensions (trust,rncommitment, conflict handling, and communication) on customer loyalty ofrncommercial banks in Ethiopia. A survey was conducted, collecting data throughrna questionnaire containing 30 items from sample of 384 conveniently selectedrnbank customers. The statistical result revealed that three relationship marketingrndimensions: trust, communication and conflict handling have positive andrnsignificant effect on customer loyalty. Whereas commitment has negative and butrninsignificance effect on customer loyalty. The relationship between relationshiprnmarketing and customer loyalty was found partially significant. Banks shouldrnfocus on CRM so that they are expected to attracting new customers and more onrnretaining the existed ones with regard to relationship marketing to increaserncustomer loyalty

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