The Effect of Customer Relationship Marketing on Customer Loyalty. Case Study of Commercial Banks in Nekemte Town


Research Paper (undergraduate), 2021

94 Pages, Grade: 90.5


Abstract or Introduction

The general objective of this study, which got submitted as partial fulfillment to the requirement of the award of Master of Art, is to examine the effect of customer relationship marketing on customer loyalty of commercial banks in Ethiopia. Specifically, this study has the following objectives: To find out the level of the effect of trust on customer loyalty the case of commercial banks in Nekemte banks.

Banking industry in Ethiopia has stiff competition thus banks need to consider various strategic options and programs in order to survive and thrive. One of strategy is Customer Relationship Marketing. This study was aimed to examine the effect of customer relationship marketing dimensions (trust, commitment, conflict handling, communication, empathy competence and customer satisfaction) on customer loyalty of commercial banks in Nekemte town. The researcher was used both probability and non-probability sampling techniques to select sample respondents from the total population under this study. Data were collected through the five point’s likert scales of questionnaires and used mixed research approach was used. To achieve the objective of the study, questionnaire was physically distributed to 404 respondents of selected Commercial Banks in Nekemte town. Out of 404 customers 375 92.8% of customers were completed and collected. Descriptive and inferential statistics were used to analyze the collected data by using SPSS software version 24 and questionnaires reliability was estimated by calculating Cronbach’s Alpha. Descriptive analysis tools such as frequency, percentage, mean and standard deviation. Inferential statistical analysis tools such as correlation coefficient was worked out and used to explore the relationships between variables. And regression analysis was performed to study the effect of independent variables on dependent variable.

Details

Title
The Effect of Customer Relationship Marketing on Customer Loyalty. Case Study of Commercial Banks in Nekemte Town
College
Wollega University
Course
Thesis
Grade
90.5
Author
Year
2021
Pages
94
Catalog Number
V1160755
ISBN (Book)
9783346563095
Language
English
Tags
effect, customer, relationship, marketing, loyalty, case, study, commercial, banks, nekemte, town
Quote paper
Musefa Yesin (Author), 2021, The Effect of Customer Relationship Marketing on Customer Loyalty. Case Study of Commercial Banks in Nekemte Town, Munich, GRIN Verlag, https://www.grin.com/document/1160755

Comments

  • No comments yet.
Read the ebook
Title: The Effect of Customer Relationship Marketing on Customer Loyalty. Case Study of Commercial Banks in Nekemte Town



Upload papers

Your term paper / thesis:

- Publication as eBook and book
- High royalties for the sales
- Completely free - with ISBN
- It only takes five minutes
- Every paper finds readers

Publish now - it's free