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What is Relationship Marketing and Customer Loyalty in Ethiopia about?

This study investigates the impact of relationship marketing on customer loyalty in the Ethiopian banking sector, specifically focusing on Amhara Bank. It identifies key dimensions such as trust, communication, commitment, empathy, and conflict handling, with findings indicating that effective conflict handling is the most significant predictor of customer loyalty. The research addresses a gap in empirical studies on relationship marketing in newly established banks in Ethiopia and provides actionable recom

Author

selemon assefa

Language

EN