The Effect of Relationship Marketing on Customers Value in Abyssinia Bank, Dire Dawa Branch

The effect of relationship marketing on customer’s value is one of the strategies whereby banks are using to be competitive in financial sector. The purpose of this study is to examine the effect of relationship marketing dimensions such as trust, commitment, communication, and conflict handling on customer value in bank of Abyssinia, Dire Dawa city. The respondents was selected using simple random sampling technique. Beside that the researcher accumulated records from Dire Dawa branches of BOA via questionnaire and secondary source data like bank procedure, websites, related published research to evaluate customers’ value with customer relationship four dimension of their respective banks. An overall of 398 questionnaires had been allotted to acquire records and out of the full 360 questionnaires had been returned. The accumulated records changed into analyzed the usage of statistical bundle for social science (SPSS) version 20. The descriptive statistics (mean, popular deviation) and inferential statistics (correlation and regression) had been used to defined demographic facts, to check speculation and to reply studies questions. The statistical result confirmed that Customer value represented via way of means of 3 behavioral dimensions (trust, communication and conflict) has a significance effect on consumer value while one dimension(commitment) has insignificance effect. The researcher cautioned that BOA must take note of Customer perceived dimension has maximum effect on consumer value.