For Your Defence

FOR YOUR DEFENCE
Background of the Study

Question: Can you explain the background of your study?
Answer:
The banking sector in Ethiopia, like many other emerging economies, faces intense competition
and evolving customer expectations. To thrive in this environment, banks must adopt strategies
that enhance customer loyalty. Relationship marketing, which emphasizes long-term customer
relationships over transactional interactions, has proven effective in various contexts globally.
This study investigates how relationship marketing influences customer loyalty in the Ethiopian
banking sector, focusing on Amhara Bank. By understanding the impact of trust, communication,
commitment, empathy, and conflict handling, the study aims to provide insights that can help
banks improve their customer retention strategies.
Gap of the Research
Question: What is the research gap your study addresses?
Answer:
The research gap my study addresses is the lack of specific research on how relationship
marketing impacts customer loyalty in the Ethiopian banking sector, particularly at Amhara
Bank. While there is extensive literature on relationship marketing in other contexts, this study
fills the void by focusing on the unique dynamics of Amhara Bank and its customers.
The research gap my study addresses is the limited understanding of relationship marketing's
impact on customer loyalty within newly established banks in Ethiopia, particularly focusing on
Amhara Bank. Since Amhara Bank is relatively new in the banking sector, there is a lack of
empirical research on how its relationship marketing strategies influence customer loyalty
compared to more established banks. This study aims to fill this gap by providing insights into
the effectiveness of relationship marketing practices at Amhara Bank and their role in fostering
customer loyalty.
Objectives and Purpose of the Study
Question: What were the main objectives of your study?
Answer:
The primary objective of this study was to examine the impact of relationship marketing
dimensions (trust, communication, commitment, empathy, and conflict handling) on customer
loyalty in the Ethiopian banking sector. Specifically, the study aimed to:
1. Measure the level of trust, communication, commitment, empathy, and conflict handling in
Amhara Bank.
2. Determine the correlation between these relationship marketing dimensions and customer
loyalty.
3. Identify which dimensions have the most significant impact on customer loyalty.
4. Provide actionable recommendations for Amhara Bank to enhance its relationship marketing
strategies and improve customer loyalty.
Sampling Technique
Question: What sampling technique did you use?
Answer
I used a random sampling technique to select participants for the study. Customers of Amhara
Bank were randomly chosen to complete a structured questionnaire. This method ensures that the
sample is representative of the entire customer population, thereby reducing bias and increasing
the reliability and validity of the findings.
Methodology (Data Approach)

Question: Can you describe the methodology used in your research?
Answer:
This study employed a quantitative research design. Data were collected through a structured
questionnaire distributed to 395 customers of Amhara Bank. The questionnaire measured the key
dimensions of relationship marketing (trust, communication, commitment, empathy, and conflict
handling) as well as customer loyalty. The responses were analyzed using statistical tools,
including Pearson correlation and multiple regression analysis, to determine the relationships and
impacts of the variables. This approach allowed for a difficult examination of how relationship
marketing dimensions influence customer loyalty.
Limitation
Question: What are the limitations of your study?
Answer:
The limitations of my study include a focus on a single bank (Amhara Bank), which may limit
the generalizability of the findings to other banks in Ethiopia. Additionally, the reliance on self-
reported data from customers could introduce response biases. These limitations suggest areas
for future research to validate and expand upon the findings.
Hypothesis Test
Question: What were the results of your hypothesis tests?
Answer:
The hypothesis tests confirmed that all relationship marketing dimensions (trust, communication,
commitment, empathy, and conflict handling) have a significant positive impact on customer
loyalty. Conflict handling was identified as the most influential predictor, with the highest beta
value in the regression analysis, indicating its crucial role in fostering customer loyalty.
Major Findings
Answer:
The major findings of the study include:
Trust: There is a significant positive correlation between trust and customer loyalty, indicating
that customers who trust Amhara Bank are more likely to remain loyal.
Communication: Effective communication is significantly associated with higher customer
loyalty. Providing timely, accurate information helps build trust and satisfaction.
Commitment: There is a positive relationship between commitment and customer loyalty,
showing that committed customers are more loyal.
Empathy: Empathy, or the ability of the bank to understand and address customer needs, is
significantly linked to customer loyalty.
Conflict Handling: Conflict handling emerged as the strongest predictor of customer loyalty,
suggesting that how the bank resolves disputes greatly affects customer retention.
Overall Impact: The regression analysis showed that these five dimensions collectively explain
a significant portion of the variance in customer loyalty.
Theoretical Implications
Question: How do your findings contribute to the existing body of knowledge?
Answer:
The findings of this study contribute to the theoretical understanding of relationship marketing
by empirically validating the importance of its dimensions (trust, communication, commitment,
empathy, and conflict handling) in the context of the Ethiopian banking sector specifically
Amhara Bank. The results support theories such as the Commitment-Trust Theory and Social
Exchange Theory, which emphasize the importance of trust and mutual benefits in building long-
term relationships. Additionally, the study extends the applicability of these theories to a new
geographical and cultural context, providing a broader understanding of relationship marketing
dynamics.
Practical Implications
Question: What are the practical implications of your study for Amhara Bank?
Answer:
The practical implications for Amhara Bank include:
1. Enhancing Trust: Implementing measures to improve trust, such as transparent

communication and reliable service delivery.
2. Improving Communication: Ensuring that communication with customers is timely, relevant,

and accurate to build stronger relationships.
3. Fostering Commitment: Developing loyalty programs and personalized services to increase

customer commitment.
4. Showing Empathy: Training staff to understand and respond to customer needs and emotions,
enhancing the overall customer experience.
5. Effective Conflict Handling: Establishing efficient and customer-friendly mechanisms for
resolving conflicts to maintain satisfaction and loyalty.
By focusing on these areas, Amhara Bank can significantly improve customer loyalty and
retention.
Conclusion
Questions: What conclusions can be drawn from your findings?
Answer:
The conclusions drawn from the findings are that relationship marketing plays a crucial role in
enhancing customer loyalty at Amhara Bank. Effective conflict handling emerged as the most
significant factor, suggesting that banks should prioritize strategies for resolving disputes to
maintain customer satisfaction and loyalty. Additionally, trust, communication, commitment, and
empathy also contribute positively to customer loyalty, highlighting the need for a
comprehensive relationship marketing strategy.
Recommendations
Question: What recommendations do you have for future research?

Answer:
Future research could explore the following areas:
1. Digital Relationship Marketing: Investigate the impact of digital communication tools and
social media on customer loyalty in the banking sector.
2. Comparative Studies: Conduct comparative studies across different banks or regions to

understand the varying impacts of relationship marketing dimensions.
3. Longitudinal Studies: Implement longitudinal studies to observe how relationship marketing

impacts customer loyalty over time.
4. Customer Segmentation: Examine how different customer segments respond to relationship

marketing strategies to tailor approaches more effectively.
Additional Potential Questions:
Question: Can you explain the significance of the ANOVA results in your study?
Answer:
The ANOVA results in this study indicate the statistical significance of the regression models
used. A significant ANOVA result suggests that the independent variables (trust,
communication, commitment, empathy, conflict handling) collectively have a statistically
significant impact on the dependent variable (customer loyalty). This supports the validity of the
regression models and confirms that the relationship marketing dimensions are important
predictors of customer loyalty.
Question: What challenges did you face during your research?

Answer:
Some challenges faced during the research included:
1. Data Collection: Ensuring a high response rate from customers was challenging, but persistent
follow-ups helped achieve a sufficient sample size.
2. Questionnaire Design: Crafting questions that accurately captured the constructs of
relationship marketing required careful consideration and pre-testing.
3. Statistical Analysis: Interpreting complex statistical results and ensuring their accuracy
required significant attention to detail and consultation with statistical experts.

For Your Defence

Uploaded by

Copyright:

Available Formats

For Your Defence

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

For Your Defence

Uploaded by

Copyright:

Available Formats

FOR YOUR DEFENCE

Background of the Study

Gap of the Research

Question: What is the research gap your study addresses?

Methodology (Data Approach)

Question: What are the limitations of your study?

Question: What were the results of your hypothesis tests?

1. Enhancing Trust: Implementing measures to improve trust, such as transparent

2. Improving Communication: Ensuring that communication with customers is timely, relevant,

3. Fostering Commitment: Developing loyalty programs and personalized services to increase

Questions: What conclusions can be drawn from your findings?

Question: What recommendations do you have for future research?

2. Comparative Studies: Conduct comparative studies across different banks or regions to

3. Longitudinal Studies: Implement longitudinal studies to observe how relationship marketing

4. Customer Segmentation: Examine how different customer segments respond to relationship

Question: What challenges did you face during your research?

You might also like