The Role Of Customer Relationship Management In Building Customer Loyalty The Case Of Zemen Bank S.c

The aim of this research is to determine if customer relationship management has an effect onrncustomer loyalty in the context of Ethiopia banking industry taking “Zemen Bank S.C” as a casernstudy. The underpinnings of customer relationship management orientations: communication,rntrust, relationship commitment, and conflict handling were used as independent variables whilstrncustomer loyalty was treated as the dependent variable. For this study, accessible population ofrn265 the bank customers who are classified as corporate and high net worth individuals wasrnconveniently selected. A structured questionnaire was used to collect data form respondents byrnusing a self-administered data collection system. Data analysis mainly took place in AMOS 20.0rnand SPSS 21.0 through structural equation modeling (SEM) to test hypothesized causalrnrelationships. The study found out that the four underpinnings of customer relationshiprnmanagement orientations such as communication, trust, relationship commitment, and conflictrnhandling, significantly and positively affect customer loyalty. Results of structural equationrnmodeling analysis shows that zemen bank customers tend to be very loyal if the bank remainsrntrustworthy to the clients; communicates them openly and timely, stay committed and tries tornavoid conflict or willing to solve conflicts that already manifested

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