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 analyses were carried out to compute the association and level of influence of the key constructs of relationship marketing on the dependents (firm-customer relationship quality and customer loyalty). Additionally, conflict handling was reported to be a common (significant) contributor to firm-customer relationship quality and customer loyalty.

Introduction