Determinants of Customer Retention on Commercial Bank of Ethiopia in Mekaneselam Town

Abolu, Shewaye

dc.contributor.author	Abolu, Shewaye
dc.date.accessioned	2024-11-06T13:06:41Z
dc.date.available	2024-11-06T13:06:41Z
dc.date.issued	2023-12
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/16120
dc.description.abstract	The main objective of this study was to examine the determinants of customer retention on CBE in Mekaneselam town. To attain this objective six factors namely competitive advantage, customer loyalty, corporate image, customer trust, service charge and switching barrier were predictors for the analysis of the study based on review literature. Both descriptive and explanatory research design was used. Quantitative research approach was employed to analyzed data. And convenience sampling technique was used to select sample of respondents. Research hypothesis were tested on a sample of 350 out of 400 of respondents of CBE customers giving a valid response of 87.5%. The primary data collection was done by using close ended questionnaire filled by customers that selected from three branches of the bank. For data analysis statistical package for social science (SPSS) version 23 was employed. The correlation result showed that there was a positive and significant relationship between all determinant factors and customer retention. Also the result of multiple regression analysis revealed that except loyalty all independent variables had positive and significance effect on customer retention. Besides, it was found that switching barrier has the highest influence on customer retention. The researcher recommended that the bank should give priority for the proper implementation of switching barrier than that of the other variables because this variable has highest effect on customer retention. And the bank should develop and implement the appropriate policies and procedures to enhance the retention of their existing customers.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Determinants of Customer Retention on Commercial Bank of Ethiopia in Mekaneselam Town	en_US
dc.type	Thesis	en_US