Every firm without good marketing team and strategies is bound to fail. In order to be competitive and profitable in the industry, bankers should acquire and retain profitable customers. Definitely this is done with relationship marketing. Relationship marketing is a philosophy of doing business, a strategic orientation that focuses on keeping and improving current customers rather than acquiring new customers. The aim of this study is to investigate the influence of relationship marketing underpinning son customers" loyalty. The study also investigated the mediating role of top management commitment between relationship marketing and customers" loyalty. The study is based on information collected from both primary and secondary sources of data. The sample for this study is taken from customers of Zemen Bank in Addis Ababa. Data analyses were done using frequencies, percentages, means, standard deviations, cross-tabulations, and tables followed by discussions. Moreover, inferential statistics of bivariate correlations and simple as well as multiple regressions were used. Findings of this study reveal that there is a significant and strong correlation between relationship marketing and customers" loyalty. Moreover, the study reveals that there is significant effect of trust, commitment, communication, and gratitude on predicting customers' loyalty. Of these relationships, gratitude emerged as the strongest factor which influences customers' loyalty while conflict management remained statistically insignificant and negligible influence on customers' loyalty in the cumulative model. However, all underpinnings had statistically significant influence on customers' loyalty as individual. Moreover, management commitment had mediating effect between relationship marketing and customers' loyalty. Depending on the findings, practical implications of this study is, in order to ensure loyalty among bank customers; bankers should build a better relationship marketing strategy. Therefore, banks competitiveness and profitability will depend on their ability to build strong relationship bonds with their customers continuously. Furthermore, future research directions were also suggested on this study.
The advent and dispersal of technology is an interesting area of study since its success is dependent on the attitude for the adoption of it by customers. Extant literature indicates that mobile banking is the least adopted type of electronic banking when compared to other types of banking like Automated Teller Machine (ATM), despite its being the cheapest and quickest mode of communication. This study empirically examines and tests factors affecting users and non-users' attitude towards the adoption of mobile banking. Data were collected from 256 participants both from users and non-users of mobile banking. Collected data were analyzed using chi-square, ANOVA, and correlation analysis. Findings indicate that trust, perceived ease of use, relative advantage, and compatibility have strong correlations with both users and non-users' adoption towards mobile banking. However, perceived risk is found to have no significant relationship with users and nonusers' attitude towards the adoption of mobile banking. Moreover, it is found that there is a difference between users and non-users' attitude towards the adoption of mobile banking. Furthermore, managerial implications, limitations of the study and future research directions were discussed.
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