IMPACT OF CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER LOYALTY: A CASE OF COMMERCIAL BANK OF ETHIOPIA, DILLA BRANCH

This study is conducted to identify the impact of customer relationship marketing on<br> customer loyalty: A case of Commercial Bank of Ethiopia, Dilla Branch. The study<br> employed explanatory and descriptive research design with a quantitative research<br> approach. The required data were collected from 338 selected bank customers by using<br> a convenient sampling technique. The data collected through questionnaire were<br> analyzed using both descriptive and inferential statistics with the help of SPSS software<br> version 21. Descriptive statistics such as frequency, percentage, mean, and standard<br> deviation were used. Besides, inferential statistics such as correlation and multiple<br> linear regression were applied. The findings of the study showed that trust,<br> commitment, communication, and conflict handling have significant impact and predict<br> good proportion of variance on customer loyalty. It is reasonable to conclude that<br> customer loyalty can be created, reinforced, and retained by building trust,<br> demonstrating commitment to service, communicating with customers in a timely,<br> reliable, and proactive fashion, and handling conflict efficiently. Therefore, the<br> researcher recommends that to enhance customer trust, commitment, communication,<br> and conflict handling, the bank should put its efforts into effectively implementing<br> relationship marketing.