Relationship Marketing and Customer Loyalty

"Marketing service relationships: the role of commitment"

Customer loyalty is not a choice any longer with business; it is the only way of building a sustainable competitive advantage. Building loyalty with key customers has become a core marketing objective shared by key players in all industries catering to business customers. Communication with customer partners is a necessary process of relationship marketing. It helps in relationship development, foresters trust, and provides the information and knowledge needed to undertake cooperative and collaborative activities of relationship marketing. CRM refers to a conceptually broad phenomenon of business activity; if the phenomenon of cooperation and collaboration with customers become the dominant paradigm of marketing practice the satisfaction level of the consumers goes high up to the level of delight. Today, building customer relationship is a fundamental business of every enterprise and it requires a holistic strategy and process to make it successful. The proposed study will focus on the issues related with customer satisfaction, repeat purchase behavior, building consumer relationship management through customer loyalty and suggest the measures to minimize the challenges of a highly competitive global market.

Customer Relationship Management and Brand Loyalty Through Word Of Mouth (WOM) Communication

Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

On relationship marketing

The purpose of this study was to explain the effects of customer relationship marketing dimensions on customer Loyalty of commercial banks in Ethiopia. Samples of 400 respondents were drawn from both public and private commercial banks in Addis Ababa, Ethiopia where structured questionnaires were distributed to these samples. However, the response rate from among the intended samples was only 96% therefore; around 384 responses were found to be workable by this study. A theoretical framework was used as a guideline to test the relationships between relationship marketing dimensions and customer loyalty. A quantitative method which is cross-sectional study with deductive approach and explanatory type of research design was chosen in this study. SPSS V 24.0 was used to analyze the data collected and to test the hypotheses put forward. The findings of this study then showed that all the dimensions of customer relationship marketing namely, trust, commitment, conflict handling, empathy and communication have a positive and significant relationship with customer Loyalty of commercial banks in Ethiopia which led to, the acceptance of hypotheses one through five. And this was found by running correlation and multiple linear regression analysis on SPSS.Also the testing of the sixth and the seven hypotheses, which set out to find any significant difference between the different dimensions of customer relationship marketing dimensions and customer loyalty of public and private banks respectively showed that there was significant difference which led to the acceptance of hypotheses six and seven. These findings are beneficial for both public and private banks in Ethiopia to make their customers Loyal.

The Effect of Customer Relationship Marketing on Customer Loyalty in public and private Commercial Banks in Ethiopia

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The Effect of Customer Relationship Marketing on Customer Loyalty in public and private Commercial Banks in Ethiopia