June 11, 2024 Thesis Open Access

MUHDIN SHIFA

MARC21 XML Export

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    <subfield code="a">Bank Marketing, Relationship Marketing, Retail Banking.</subfield>
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    <subfield code="c">Werabe University</subfield>
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    <subfield code="a">THE EFFECTS OF CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER RETENTION: A CASE OF COMMERCIAL BANK OF ETHIOPIA AT WERABE TOWN.</subfield>
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    <subfield code="a">&lt;p&gt;ABSTRACT&lt;br&gt;
In the banking business environment, technological change and new business practices are ever-increasing. The customer is considered as a valuable asset. Thus, customer orientation and retention are considered as a strategy for creating competitive advantage. Commercial banks will be retaining their customers&amp;lsquo; only if satisfying them. Therefore, this research aimed to investigate the effect of customer relationship marketing on customer retention. The present research was conducted using the quantitative research approach along with explanatory research design. To address the objective of the study data was collected from sample respondents who were drown from active customers of the bank through self-administered questionnaire. Both descriptive and inferential analyses method were used for investigating the relationship between customer relationship marketing and customer retention with the help of multiple linear regression models. The results showed that relationship marketing had a positive and significant effect on customer retention. Specifically, Trust had strong statistically significant positive effect on customer retention (B= .322, P&amp;lt; .05) followed by Communication (B= .228, P&amp;lt; .05), Commitment (B= .218, P&amp;lt; .05), Empathy (B= .156, P&amp;lt; .05).and Responsiveness (B= .128, P&amp;lt; .05). Whereas, Conflict handling (B= .032, P&amp;lt; .05), showed the least contribution to customer retention. It can be concluded that the six dimensions of customer relationship marketing elements are good predictors of customer retention. Effective implementation of relationship marketing can maintain customers, satisfy them, and attract new customers as well and can be loyal to the bank. It was reasonable to recommend that, the management of the bank should effort on the improvement of their staff competence, adopting innovative internal process and the attractiveness of its service facilities.&lt;br&gt;
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