October 8, 2023 Thesis Open Access

KASSIM FETIYA

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{
  "DOI": "10.20372/nadre:11096", 
  "language": "eng", 
  "author": [
    {
      "family": "KASSIM FETIYA"
    }
  ], 
  "issued": {
    "date-parts": [
      [
        2023, 
        10, 
        8
      ]
    ]
  }, 
  "abstract": "<p>Today, banking is regarded as a consumer-oriented services industry and banks have started<br>\nrealizing that their business increasingly depends on the quality of the consumer service<br>\nprovided and overall satisfaction and retention of the customer. Thus, this research aimed at<br>\nfinding out the determinant of customer retention in Commercial Bank of Ethiopia. The primary<br>\ndata was collected by a means of questionnaire. A total of 223 questionnaires were administered<br>\nto customers of CBE in four branches and 205 questionnaires were returned and 202 usable for<br>\na comprehensive empirical analysis. Both descriptive and inferential statistics have been used to<br>\nfind mean score, to test hypothesis, to investigate research problems, objective and questions.<br>\nThe study had found variables that can determine customer retention in commercial bank of<br>\nEthiopia of Robe town. Five variables are regressed with the dependent variable, i.e. Customer<br>\nretention; these variables include customer satisfaction, service quality, service charge,<br>\ncorporate image and information technology. Multiple regressions model was used to see the<br>\neffect of customer satisfaction, service quality, service charge, corporate image and information<br>\ntechnology on customer retention. In addition to that, hierarchical regression model test was<br>\nused to test the mediating effect of customer satisfaction on the relationship between service<br>\nquality, service charge, corporate image, and information technology towards customer<br>\nretention. The results depicted that there was significant positive relationship in between service<br>\nquality and customer satisfaction and customer retention. However, the other determinants of<br>\ncustomer satisfaction that are service charge and corporate image have positive association with<br>\ncustomer satisfaction and retention. Information technology has also a significant effect on<br>\ncustomer retention. Thus, such factors should be considered seriously by the commercial banks<br>\nof Ethiopia in designing their marketing strategies by widening their branches and providing<br>\ngood customers services to customers in order to retain their customers.2</p>", 
  "title": "DETERMINANTS OF CUSTOMER RETENTION IN CBE IN CASE OF ROBE TOWN BRANCHES", 
  "type": "thesis", 
  "id": "11096"
}