Relationship Marketing and Customers' Loyalty in Banking Industry

Today the market place is very dynamic vibrant and competitive. The customers are smarter, more informed,and have an access to many channels and choices which they take little time to exercise. Customer can easily defect to competitors who promise better offerings at low prices. Therefore, the key strategy that companies would follow to make their customers loyal in this turbulent environment is Relationship Marketing.

Autorentext

Yonas Berhanu Hailu has done his college education in Adama University (BA) and Hawassa University (MBA). At present he is working as lecturer of Marketing and researcher in Mekelle University, Tigray, Ethiopia. He has been teaching the subject Marketing to the students of commerce for more than 8 years.