Effect Of Customer Relation Ship Management On Customer Loyalty Of Commercial Bank Of Ethiopia: In The Case Of Arada District

Abstract

Customer loyalty has been a real concern in banking industry, because making customer loyal is an effective tool that banks can use to gain a strategic competitive advantage and voluntary user solution for a long time to build relationships The main initiative force for this paper was to identify the influence of customer relationship management on customer loyalty in commercial banking industries. This research is more of descriptive research conducted on factor affecting customer relationship it have on customer loyalty, with objective of assessing the influence of factors on customer loyalty in commercial bank, by taking a sample of 304 customers with nonprobability sampling from selective four branches in Addis Ababa,Arada city The descriptive-analytical study of this research was conducted on 304 trading customer’s convenience sampling. Data were collected by questionnaires, consisting of two sections: Demographic information and questions about satisfaction with CBE. Collected data sets were analyzed by SPSS-16 software. In total out of 304 surveyed trading customers majority of them are have loyalty. The researcher concludes that majority of customers are it have loyalty depend on it gate good service delivery in the Commercial bank of Ethiopia, Arada Branch. Therefore, this research suggested to CBE to keep their focus on the variables affecting customer loyalty and take them into consideration in formulating strategies for developing and improving customer loyalty