Relationship Marketing and Customer Loyalty: The Ethiopian Mobile Communications Perspective
Rakshit Negi and Eyob Ketema
Abstract:
Increasing competitiveness, as experienced in the international economy, forced business organizations to place a larger emphasis on building valuable customer relationships. As a result, relationship marketing has emerged to address the twin concerns: obtaining and maintaining customers, thus ensuring customer loyalty. This paper empirically examines the impact of relationship marketing antecedents on the quality of firm-customer relationships and customer loyalty in the Ethiopian mobile telecommunications market. A sample of 350 respondents was drawn using a systematic random sampling technique. Correlation and regression...