GREAT UNIVERSITY COLLEGE

THE EFFECTS OF CUSTOMER RELATIONSHIP MARKETING ON

CUSTOMER RETENTION: ACASE OF THE CBE IN ADDIS
ABABA DISTRICTS

BY
ZERIHUN ASRAT
ID No: W/M/MBA/20139/14

SUMMETED TO:- ATINAFU (PhD)

DECEMBER 2021
GREAT UNIVERSITY COLLEGE
THE IMPACT OF SERVICE QUALITY ON CUSTOMER
SATISFICATION: THE CASE OF COMMERCIAL BANK OF
ETHIOPIA AT ADDIS ABABA BRANCH

BY
DEMEWOZ BEKELE
ID NO:- W/M/MBA/20142/14

SUMMETED TO:- ATINAFU (PhD)

DECEMBER 2021
 GREAT UNIVERSITY COLLEGE
TITLE:- THE IMPACT OF CORE BANKING AND
SERVICE QUALITY ON CUSTOMER SATISFACTION
IN COMMERCIAL BANK OF ETHIOPIA (A CASE OF
BOLE BULBULA BRANCH)

BY
YIRGU TSAGAYE
ID No: W/M/MBA/20201/14

SUMMETED TO:- ATINAFU (PhD)

DECEMBER 2021
GREAT UNIVERSITY COLLEGE
QUANTITATIVE ANALYSIS FOR MANAGEMENT DECISION
ASSIGNMENT

BY
ZERIHUN ASRAT
ID No: W/M/MBA/20139/14

SUMMETED TO:- TIBABU (PhD)

JANUARY 2022
GREAT UNIVERSITY COLLEGE
QUANTITATIVE ANALYSIS FOR MANAGEMENT DECISION
ASSIGNMENT

BY
DEMEWOZ BEKELE
ID No: W/M/MBA/20142/14

SUMMETED TO:- TIBABU (PhD)

JANUARY 2022
GREAT UNIVERSITY COLLEGE
QUANTITATIVE ANALYSIS FOR MANAGEMENT DECISION
ASSIGNMENT

BY
YIRGU TSEGAYE
ID No: W/M/MBA/20201/14

SUMMETED TO:- TIBABU (PhD)

JANUARY 2022
ABSTRACT
This research is conducted to investigate the effect of customer relationship marketing on customer
retention. It is casual research type, Data were collected through the five point’s likert scales of
questionnaires and used mixed research approach. The questionnaire was physically distributed to 322
customers and four interview questions to branch managers of those selected branches. Out of 322
customers 261 customers were completed and collected descriptive, correlation and regression analysis
methods were used to analyze the collected data by using SPSS software version 20 and Questionnaires
reliability was estimated by calculating Cronbach’s Alpha. Descriptive analysis tools such as frequency,
percentage, mean and standard deviation to present results statistical analysis tools such as correlation
coefficient was worked out and used to explore the relationships between variables. Regression analysis
was performed to study the effect of independent variables on customer retention. Research findings
indicates that there is a significant relation between customer relationship marketing components
including trust, bonding, reciprocity, empathy and responsiveness on customer retention and also to
regression testing that all variables were examined simultaneously on customer retention; results showed
that all components have a significant effect on customer retention . There is frequent network problem
and long wait in queue especially at the end of the month were viewed by respondents as customer
relationship marketing practice weakness.so, based on the finding the researcher has recommended that
the bank should provide consistence minimizing frequent network problems and should regularly visit
customers
Keywords: customer retention, Customer Relationship Marketing.
 GREAT COLLEGE
Masters of business administration program
Individual Assignment for the Course Mgt
theories & practices (ONLY ANSWERS)
BY
ZERIHUN ASIRAT
ID No: W/M/MBA/20139/14

The Customer Meeting (Case 1)

1. D 3. A 5. A
2. C 4. A
The Perfect Manager (Case 2)
1. B 3. C 5. D
2. A 4. C
The Busy Day (Case 3)
1. D 3. D 5. B
2. D 4. C
The General Manager (Case 4)
1. A 3. C 5. D
2. D 4. A
 GREAT COLLEGE
Masters of business administration program
Individual Assignment for the Course Mgt
theories & practices

BY

Diro Alemu

ID No: W/M/MBA/20195/14

JANUARY 2022
 ANSWERS

The Customer Meeting (Case 1)

1. D
2. C
3. A
4. A
5. A

The Perfect Manager (Case 2)

1. B
2. A
3. C
4. C
5. D
The Busy Day (Case 3)
1. D
2. D
3. D
4. C
5. B
The General Manager (Case 4)
1.A
2. D
3. C
4. A
5. D
GREAT COLLEGE
Masters of business administration program
Individual Assignment for
the Course Mgt theories & practices
BY

Demewoz Bekele

ID No: W/M/MBA/20142/14

JANUARY 2022
 ANSWERS

The Customer Meeting (Case 1)

1.D
2. C
3. A
4. A
5. A

The Perfect Manager (Case 2)

1. B
2. A
3. C
4. C
5. D
The Busy Day (Case 3)
1. D
2. D
3. D
4. C
5. B
The General Manager (Case 4)
1.A
2. D
3. C
4. A
5. D