Customer relationship marketing and its influenc on customer retention: a case of commercial banking banking industry in Tanzania

dc.contributor.authorMalengo, Chacha Magasi
dc.date.accessioned2021-02-12T05:44:50Z
dc.date.available2021-02-12T05:44:50Z
dc.date.issued2007
dc.descriptionAvailable in print form, EAF Collection, Dr. Wilbert Chagula Library, (THS EAF HG1616.C87T34M34)en_US
dc.description.abstractThe purpose of this research was to investigate 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 either directly or indirectly with their commercial banks. The research aimed at contributing to theoretical knowledge and at the same time guide marketing practitioners with the strategies, tactics and programs to use in order to retain their customers. The research methodology consisted of questionnaire survey to actual customers of 22 commercial banks in Tanzania. The Chi-square method and multiple regression models were used in the analysis of data. The former was used to judge the variation of observed variables in explaining the latent variable while the latter giving the conclusion for the stated hypotheses. The results suggest that there is a positive relationship between customers’ trust and satisfaction on their commitment to commercial banks in Tanzania. Also, there is a positive relationship between customers’ commitment and their relationship between customers’ satisfaction and their retention. Lastly, there is a positive relationship between customers’ satisfaction and their retention with commercial banks in Tanzania. This research based on external customers i.e. customers who are not employees in those banks. The role of other researchers and other business firms is to further investigate on the influence of internal customers (employees) and potential customers on their retention with commercial banks in Tanzania.en_US
dc.identifier.citationMalengo, C.M (2007) Customer relationship marketing and its influenc on customer retention: a case of commercial banking banking industry in Tanzania. Master dissertation, University of Dar es Salaamen_US
dc.identifier.urihttp://41.86.178.5:8080/xmlui/handle/123456789/14780
dc.language.isoenen_US
dc.publisherUniversity of Dar es Salaamen_US
dc.subjectBank and bankingen_US
dc.subjectCustomer relationsen_US
dc.subjectCommercial banksen_US
dc.subjectTanzaniaen_US
dc.titleCustomer relationship marketing and its influenc on customer retention: a case of commercial banking banking industry in Tanzaniaen_US
dc.typeThesisen_US
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