DETERMINANTS OF CUSTOMER RETENTION IN ETHIOPIAN  COMMERCIAL BANKS IN THE CASE OF BAHIR DAR BRANCHES

FETENE, LIJADIS

dc.contributor.author	FETENE, LIJADIS
dc.date.accessioned	2026-07-20T06:42:52Z
dc.date.available	2026-07-20T06:42:52Z
dc.date.issued	2023-06
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/16961
dc.description.abstract	The general objective of this study is to examine the determinants of customer retention in Ethiopian commercial banks in the case of Bahir Dar branches with a view of the local banking industry market context. To attain this objective five factors namely quality customer service, trust, customer satisfaction, switching cost, and customer relationship were considered as predictors for the analysis of the study based on the review of related literature. Explanatory research design and quantitative approach were employed to analyze data. The hypotheses were tested on a sample of 366 out of 384 respondents of commercial banks customers giving a valid response of 95.3%. The data collection process was done using a self- administered questionnaire filled out by customers and it has taken place in different branch premises of the selected banks. The statistical package for social science (SPPS) V.26 .was used to analyze the data collected. Reliability analysis, correlation, and regression analyses were used to analyze the data. Based on adjusted R2 of the study independent predictors explain 67.9% of the variation in customer retention. Besides all independent variables (quality customer service, customer satisfaction, customer relationship, Trust, and switching cost have a significant correlation with the dependent variable “customer retention. The results of regression analysis also showed that all predictors have a significant influence on customer retention. In this case, trust, customer satisfaction, and switching costs were the major predictor of customer retention than the other two independent variables. Given these findings, recommendations were forwarded to the management of banks to focus and have in-depth insights on predictors of customer retention to 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	Management	en_US
dc.title	DETERMINANTS OF CUSTOMER RETENTION IN ETHIOPIAN COMMERCIAL BANKS IN THE CASE OF BAHIR DAR BRANCHES	en_US
dc.type	Thesis	en_US