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

Alemayehu, Adugna

dc.contributor.author	Alemayehu, Adugna
dc.date.accessioned	2025-07-23T09:36:59Z
dc.date.available	2025-07-23T09:36:59Z
dc.date.issued	2025-05
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/16774
dc.description.abstract	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.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	The Effect of Customer Retention Strategy on Customer Loyalty: A Case Study of Commercial Bank of Ethiopia In Bahirdar City	en_US
dc.type	Thesis	en_US