The Effect Of Customer Relationship Marketing On Customer Loyalty In Public And Private Commercial Banks In Ethiopia

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The purpose of this study was to explain the effects of customer relationship marketingrndimensions on customer Loyalty of commercial banks in Ethiopia. Samples of 400 respondentsrnwere drawn from both public and private commercial banks in Addis Ababa, Ethiopia wherernstructured questionnaires were distributed to these samples. However, the response rate fromrnamong the intended samples was only 96% therefore; around 384 responses were found to bernworkable by this study. A theoretical framework was used as a guideline to test the relationshipsrnbetween relationship marketing dimensions and customer loyalty.rnA quantitative method which is cross-sectional study with deductive approach and explanatoryrntype of research design was chosen in this study. SPSS V 24.0 was used to analyze the datarncollected and to test the hypotheses put forward. The findings of this study then showed that allrnthe dimensions of customer relationship marketing namely, trust, commitment, conflictrnhandling, empathy and communication have a positive and significant relationship withrncustomer Loyalty of commercial banks in Ethiopia which led to, the acceptance of hypothesesrnone through five. And this was found by running correlation and multiple linear regressionrnanalysis on SPSS.Also the testing of the sixth and the seven hypotheses, which set out to find anyrnsignificant difference between the different dimensions of customer relationship marketingrndimensions and customer loyalty of public and private banks respectively showed that there wasrnsignificant difference which led to the acceptance of hypotheses six and seven. These findingsrnare beneficial for both public and private banks in Ethiopia to make their customers Loyal

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The Effect Of Customer Relationship Marketing On Customer Loyalty In Public And Private Commercial Banks In Ethiopia

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