The Influence of Customer Relationship Marketing on Customer Loyalty (Case of selected CBE,inJimma Zone)

Seid Ali

The Influence of Customer Relationship Marketing on Customer Loyalty (Case of Selected CBE, in Jimma Zone)

Seid Hussen Ali * §

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§ College of Business and Economics, Jimma University,...

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Abstract

These days a significant number of research works have been carried out on various issues relating to customer relationship management. However, limited empirical studies on market orientation and performance have been established in banking sector of Ethiopia. In an effort to contribute to the existing customer relationship marketing works, a study of selected Commercial Bank of Ethiopia in Jimma Zone was conducted. A framework of customer relationship marketing was designed to guide the study and quantitative research techniques and semi-structured questionnaire were designed. In order to collect primary data, a self-completed questionnaire was designed and distributed to the customers of the banks. For the purpose of analysis, SPSS 20.0 version was used to carry out descriptive statistics and correlation analysis. Additionally, regression analysis was carried out to examine the influence or contribution of independent variables. The findings showed that Trust, Bonding and Empathy have impacts on Satisfaction. Satisfaction is positively and directly related to customer loyalty. However, Communication is found to be less correlated with satisfaction. Finally this research may indicate some directions for other researchers as a pine hole to conduct other research on the area and it may contribute a significant role in the banking sector and for the nation as a whole.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Seid Hussen Ali. 2016. "The Influence of Customer Relationship Marketing on Customer Loyalty (Case of Selected CBE, in Jimma Zone)". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 16 (GJMBR Volume 16 Issue 33 (E5)).

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GJMBR Volume 16 Issue 33 (E5)

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

bonding Communication Customer relationship marketing empathy and customer loyalty satisfaction trust

Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 12, 2015
Peer Review Double Blind
Handling Editor
Accepted December 31, 2015
Published October 3, 2016

Version of record

v1.2

Issue date

October 3, 2016

Language

English

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Article Matrices

Total Score: 71

Country: Ethiopia

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Seid Hussen Ali (PhD/Dr. count: 0)

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