The role of relationship marketing on customer retention: The case of Abay bank in dessie region in Ethiopia Professor Rao G. Sudarsana*, Abegaz Girma Tefera** *Professor, Department of Commerce and Management Studies, Andhra University, Visakhapatnam, Andhra Pradesh, India **Research Scholar, Department of Commerce and Management Studies, Andhra University, Visakhapatnam, Andhra Pradesh, India Online published on 20 May, 2017. Abstract Customer retention is an important business strategy to augment market share and profitability. The main reason for this paper is to explore the role of relationship marketing variables on customer retention. The main objective of the research study was to explore the role of relationship marketing on customer retention in Abay bank, Dessie region customers in Ethiopia. Descriptive survey method is the research method selected for this study. Primary data has been gathered from customers using structured questionnaire prepared for the study. Available sampling technique has been used to collect data. The study has also used secondary data compiled from books, bank documents, articles etc… The data obtained has been analyzed using descriptive method of data analysis. The result of the survey unfolds that only one-third of the respondents get priority and special treatment. Also, customers of the bank are comfortable with the services provided by the bank and thus do not have intent to leave the bank in the near future. Further, customers of the bank appreciate the low charges of the bank for the services used. In addition, majority of the respondents prefer to open another account at this bank when they are in need of opening additional bank account. They also open accounts for their family members. Finally, the bank's extension of business hours during lunch breaks, in the evening and the weekends enable customers to use the service easily and many times. The finding of the study clearly indicates that the bank's customer retention strategy has properly implemented and produced tangible results for the bank. Top Keywords Relationship marketing, Customer retention, Abay bank. Top |