October 8, 2023 Thesis Open Access

KASSIM FETIYA

MARC21 XML Export

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    <subfield code="a">customer retention, satisfaction, service quality, service charge, corporate image</subfield>
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    <subfield code="a">TESHALE T. (PhD)</subfield>
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    <subfield code="a">KASSIM FETIYA</subfield>
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    <subfield code="a">DETERMINANTS OF CUSTOMER RETENTION IN CBE IN CASE OF ROBE TOWN BRANCHES</subfield>
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    <subfield code="a">&lt;p&gt;Today, banking is regarded as a consumer-oriented services industry and banks have started&lt;br&gt;
realizing that their business increasingly depends on the quality of the consumer service&lt;br&gt;
provided and overall satisfaction and retention of the customer. Thus, this research aimed at&lt;br&gt;
finding out the determinant of customer retention in Commercial Bank of Ethiopia. The primary&lt;br&gt;
data was collected by a means of questionnaire. A total of 223 questionnaires were administered&lt;br&gt;
to customers of CBE in four branches and 205 questionnaires were returned and 202 usable for&lt;br&gt;
a comprehensive empirical analysis. Both descriptive and inferential statistics have been used to&lt;br&gt;
find mean score, to test hypothesis, to investigate research problems, objective and questions.&lt;br&gt;
The study had found variables that can determine customer retention in commercial bank of&lt;br&gt;
Ethiopia of Robe town. Five variables are regressed with the dependent variable, i.e. Customer&lt;br&gt;
retention; these variables include customer satisfaction, service quality, service charge,&lt;br&gt;
corporate image and information technology. Multiple regressions model was used to see the&lt;br&gt;
effect of customer satisfaction, service quality, service charge, corporate image and information&lt;br&gt;
technology on customer retention. In addition to that, hierarchical regression model test was&lt;br&gt;
used to test the mediating effect of customer satisfaction on the relationship between service&lt;br&gt;
quality, service charge, corporate image, and information technology towards customer&lt;br&gt;
retention. The results depicted that there was significant positive relationship in between service&lt;br&gt;
quality and customer satisfaction and customer retention. However, the other determinants of&lt;br&gt;
customer satisfaction that are service charge and corporate image have positive association with&lt;br&gt;
customer satisfaction and retention. Information technology has also a significant effect on&lt;br&gt;
customer retention. Thus, such factors should be considered seriously by the commercial banks&lt;br&gt;
of Ethiopia in designing their marketing strategies by widening their branches and providing&lt;br&gt;
good customers services to customers in order to retain their customers.2&lt;/p&gt;</subfield>
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    <subfield code="a">10.20372/nadre:11095</subfield>
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