THE EFFECT OF RELATIONSHIP MARKETING (RM) ON CUSTOMERS LOYALTY: THE CASE OF ABYSSINIA BANK IN ADDIS ABABA

Abstract

The intensity of high competition in markets and the importance of maintaining customers, banks should to move towards creating and keeping long term relations with customers. According to marketing scholars, relationship marketing is the best strategy for this purpose. So, in this study the researcher has been examined the effect of relationship marketing on customer loyalty. The general objective of this study were to examine the effect of relationship marketing (RM) on customers loyalty in Bank of Abyssinia at different Branches Addis Ababa area. This research has been done an explanatory research. A representative number of respondents have been selected under study using convenience sampling method. Primary and secondary data collection method has been used, and correlation and multiple linear regressions method of data analysis have been used. Results indicate that independent variables except empathy have got a direct and meaningful relationship with the loyalty of customers in Bank of Abyssinia at different Branches Addis Ababa area.