Relationship Marketing and Its Effect on Customer Loyalty. Relationship Marketing and Its Effect on Customer Loyalty in Commercial Banks in Ambo Town

      Аннотация: Today the emergence of banks in the banking industry increase from time to time in Ethiopian banking industry, so banks needs to place an emphasis on relationship marketing practice to improve their relationship with their customers. The main target of relationship marketing is to create long-term relationships with customers to have loyal customers which raise the benefits of organization. The relationship marketing dimensions are considered to be crucial for building long-term relationship with customers.

Ключевые слова: Commitment, trust, Relationship marketing, customer loyalty, communication, Conflict handling, Bank