Marketing Management

The Effect of Customer Retention Strategy on Customer Loyalty: A Case Study of Commercial Bank of Ethiopia In Bahirdar City

Thu, 01 May 2025 00:00:00 GMT

The Effect of Customer Retention Strategy on Customer Loyalty: A Case Study of Commercial Bank of Ethiopia In Bahirdar City Alemayehu, Adugna The general objective of this study was to examine the major predictors of customer loyalty in commercial bank of Ethiopia in Bahirdar city with the view of local banking industry market context. In order to attain this objective Four factors namely Personalized Banking Service, Customer relationship Management, Digital financial platform and switching cost were considered as predictor for the analysis of the study based on review of related literatures. Descriptive and explanatory research design and quantitative and qualitative approach was employed to analyze data. The hypotheses were tested on a sample of 366 out of 385 of respondents of commercial bank of Ethiopia Bahirdar city customers giving a valid response of 95.06%. The data collection process was done using self-administered questionnaire filled by customers and it has taken place in different branches premises of the selected Branches. The statistical package for social science (SPPS) V.23.was used to analyses the data collected. Reliability analysis, factor analysis, correlation and regression analyses were used for purpose of analyzing the data. Based on R 2 of the study independent predictors explain 56.1% of the variation of customer loyalty. Besides all independent variables (Personalized Banking Service, Customer relationship Management, Digital financial platform and switching cost have a significant correlation with the dependent variable customer loyalty. The results of regression analysis also showed that all predictor have significant influence on customer retention. In this case relatively Switching cost, digital financial platform and Personalized Banking service of banks were the major predictor of customer loyalty than the other one independent variables .Given these findings, recommendations were forwarded to management of banks to focus and have in-depth insights on predictors of customer loyalty in order to develop and implement the appropriate policies and procedures to enhance the loyalty of their existing customers.

The Impact of Background Music on Consumer Spending Patterns Evidence from Hospitality Industry in Bahir Dar

Sun, 01 Jun 2025 00:00:00 GMT

The Impact of Background Music on Consumer Spending Patterns Evidence from Hospitality Industry in Bahir Dar Berhanu, Daniel Background music plays a vital role in enhancing the atmosphere of hospitality venues. The purpose of this study was to investigate the influence of background music on consumer spending patterns in Bahir Dar city, Ethiopia, hospitality venues. Specifically, the study sought to examine the factors affecting for consumer spending patterns namely music tempo, music genre, music volume, and music presence. This study adopted quantitative research approach with explanatory research design. To collect data simple random sampling technique was used. Primary data was collected from 342 cafe/ restaurant customers using self-administrated structured questionnaires with five scale likert statements. Quantitative data was collected, coded and entered into the computer for analysis using SPSS version 26. Data was analyzed by using descriptive, correlation and multiple linear regression models. The findings of the study revealed that music tempo, music genre, and music volume were significantly associated with consumer spending patterns. The multiple regression result of this study showed that music tempo, music genre, and music volume were the factors that affect consumer spending patterns. Meanwhile, music presence was found to be insignificant in this study. Based on findings, hospitality venues should improve their selection of background music tempo, genre and volume to create a welcoming environment and provide comparative satisfaction for their customers.

The Impact of Health Employees Job Satisfaction on Customer Service Quality in Health Institutions in Bahir Dar City: In Selected Health Institutions

Sat, 01 Feb 2025 00:00:00 GMT

The Impact of Health Employees Job Satisfaction on Customer Service Quality in Health Institutions in Bahir Dar City: In Selected Health Institutions WORKU, MULUKEN Employee job satisfaction plays a critical role in determining service quality in health institutions. This study examines the impact of pay, promotion opportunities, supervision, co-worker relationships, and job nature—on customer service quality in selected health institutions in Bahir Dar City. Using a crosssectional research design with a mixed-method approach, data were collected from 150 health employees through structured questionnaires and interviews. The results indicate a strong positive correlation between employee satisfaction and service quality, with pay (r = 0.701, p < 0.01) and supervision (r = 0.636, p < 0.01) emerging as significant predictors. Multiple regression analysis further confirmed that enhanced job satisfaction Significantly improves service delivery outcomes. The study concludes that improving employee motivation, fair remuneration, and professional development opportunities can enhance service quality in the health sector.

The Effect of Sales Promotion Tools on Consumers" Buying behavior. The Case of Castle Beer Consumer In Kombolch District.

Sat, 01 Jul 2023 00:00:00 GMT

The Effect of Sales Promotion Tools on Consumers" Buying behavior. The Case of Castle Beer Consumer In Kombolch District. Dagmawi Fekadu The main objective of this study was to analyze the effect of sales promotion tools on consumer buying behavior, on castel beer consumers in Amhara region kombolcha district as a case study. Furthermore, this research also intended to find out what sales promotion tools marketers adopt not only to grab customers attentions and the promotion of their brand but also to gain maximum profit and increase sales volume of accompany. Basically The researcher employed A quantitative research approach and non-probability convenience sampling method had been adopted in selecting a sample size of 150.The study used descriptive research design in which the study utilized the quantitative data survey structured questionnaires basically there searcher was used both primary and secondary data instrument in order to collect the data and to get concrete and reliable information for my study. To check the reliability of the adapted instrument the cronbachs alpha test were carried out .In general based on the objective of the study the four hypotheses were formulated and tested and the result showed all were supported. The researcher used explanatory research design to discuss the outcome of the study that shows causal relation between dependent and independent variables and data were collected using structured questionnaire and analyzed using SPSS 25 version program .Descriptive statistics, correlation and multiple linear regressions analysis method were used for analysis the data. Assumptions are tested to check the appropriateness of multiple linear regressions for analysis. The Pearson correlation coefficient has been used in the study signifies that all predictor variables (tools of sale promotion) and the dependent variables (consumer buying behavior) have strong positive relationships with one another. The result of this study revealed that The free sample, price discount , buy one get one, and point of sale material are the most significant and positive effect on consumer buying behavior.