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Customer Relationship Marketing and its Influence on Customer Retention: A Case of Commercial Banking Industry in Tanzania

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dc.creator Magasi, Chacha
dc.date 2020-10-05T06:01:57Z
dc.date 2020-10-05T06:01:57Z
dc.date 2015-10
dc.date.accessioned 2022-10-20T08:35:08Z
dc.date.available 2022-10-20T08:35:08Z
dc.identifier 978-1-63102-286-9
dc.identifier http://dspace.cbe.ac.tz:8080/xmlui/handle/123456789/492
dc.identifier.uri http://hdl.handle.net/123456789/79305
dc.description This study investigated the extent to which customer relationship marketing influences customer retention with commercial banks in Tanzania. It assessed how the antecedents of relationship marketing notably customers’ trust, commitment, satisfaction and relationship influence customers’ retention with their commercial banks. Cross-sectional survey method was used to collect data by using the questionnaires. The Chi-Square was used to judge the variation of observed variables in explaining the latent variables. Multiple regressions were employed to give the conclusion for the stated hypotheses. From the study, a satisfied customer will not always enter into a long-term relationship with the firm. However, the committed customer with degree of trust enters into a long-term relationship with the firm. The results suggest that, a long-term customer-organization relationship is crucial in creating longer-term customer retention.
dc.format application/pdf
dc.language en
dc.publisher College of Business Education
dc.subject Customer Relationship marketing (CRM), trust, commitment, satisfaction, customer retention.
dc.title Customer Relationship Marketing and its Influence on Customer Retention: A Case of Commercial Banking Industry in Tanzania
dc.type Article


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