ASSESSMENTS ON DETERMINANTS OF RELATIONSHIP MARKETING: THE CASE OF ETHIO
TELECOM, BAHIR DAR BRANCH
Department of Business Management, Faculty of Business and Economics, Woldia University, Ethiopia

ARTICLE INFO ABSTRACT
Businesses are living in a world of stiff competition. To be successful in this competition, considering
customer relationship is a requisite, and organizations need to investigate more on the determinants of
relationship marketing.
marketing on overall relationship quality of Ethio telec
employed descriptive statistics. Study population for the study was customers who are living in
Bahirdar city and customers who come to Bahirdar during the study period. Questionnaire and
interview were used as
got highest value on relationship marketing of Ethio telecom followed by trust, commitment.
However, only about half of the customers are happy with ET conflict handling.
show that ET relationship quality is good where as organizational ability in conflict handling is poor.
Copyright © 2016, Belay Mengstie. This is an open access article distributed under the Creative Commons Att
distribution, and reproduction in any medium, provided the original work is properly cited.

INTRODUCTION

Today, service delivery companies and institutions worldwide
compete due to the demands and expectations of the customers
induce a factor for the survival of their professional activities.
However, only those groups of the institutions will be more
successful that correctly recognize, customer is a valuable
investment. According to Kindye (2011), improved customer
satisfaction will lead to improved customer loyalty, which will
eventually improve profit. In order to satisfy our customers, we
have to focus on effective customer services to meet their
immediate needs. Besides Kotler (2002) stated
longer enough to satisfy customers unless we must delight
them. Hence customer satisfaction is critical to any product or
service as it is a strong predictor of customer retention,
customer loyalty and product repurchase. Relationship
marketing practice is different from transactional marketing
practice, transactional exchanges as transactions with a distinct
beginning, short duration, and sharp ending by performance,
whereas relational exchanges as exchanges with
commencement traces to previous agreements, longer duration,
and reflecting an ongoing process. Hence in the case of
Relationship marketing the solution is the relationship itself but
in transactional exchange the solution is the product in the form

*Corresponding author: Belay Mengstie,
Department of Business Management, Faculty of Business and
Economics, Woldia University, Ethiopia.
ISSN: 0975-833X

Article History:
Received 23rd January, 2016
Received in revised form
14th February, 2016
Accepted 16th March, 2016
Published online 26th April, 2016
Key words:
Ethio Telecom (ET),
Relationship Marketing.

Citation: Belay Mengstie, 2016. “Assessments on determinants of relationship marketing: the case of Ethio telecom, Bahir Dar branch
Journal of Current Research, 8, (04), 29944-29951.

RESEARCH ARTICLE
ASSESSMENTS ON DETERMINANTS OF RELATIONSHIP MARKETING: THE CASE OF ETHIO
TELECOM, BAHIR DAR BRANCH
*Belay Mengstie
Department of Business Management, Faculty of Business and Economics, Woldia University, Ethiopia
ABSTRACT
Businesses are living in a world of stiff competition. To be successful in this competition, considering
customer relationship is a requisite, and organizations need to investigate more on the determinants of
relationship marketing. The objective of the research is to assess determinants of relationship
marketing on overall relationship quality of Ethio telecom. To achieve this objective the researcher
employed descriptive statistics. Study population for the study was customers who are living in
Bahirdar city and customers who come to Bahirdar during the study period. Questionnaire and
interview were used as data collection tools. The result of the study shows that Communication has
got highest value on relationship marketing of Ethio telecom followed by trust, commitment.
However, only about half of the customers are happy with ET conflict handling.
show that ET relationship quality is good where as organizational ability in conflict handling is poor.
is an open access article distributed under the Creative Commons Attribution License, which
distribution, and reproduction in any medium, provided the original work is properly cited.
Today, service delivery companies and institutions worldwide
and expectations of the customers
induce a factor for the survival of their professional activities.
However, only those groups of the institutions will be more
successful that correctly recognize, customer is a valuable
improved customer
satisfaction will lead to improved customer loyalty, which will
eventually improve profit. In order to satisfy our customers, we
have to focus on effective customer services to meet their
Besides Kotler (2002) stated that, it is no
longer enough to satisfy customers unless we must delight
Hence customer satisfaction is critical to any product or
service as it is a strong predictor of customer retention,
customer loyalty and product repurchase. Relationship
ting practice is different from transactional marketing
practice, transactional exchanges as transactions with a distinct
beginning, short duration, and sharp ending by performance,
whereas relational exchanges as exchanges with
ious agreements, longer duration,
and reflecting an ongoing process. Hence in the case of
Relationship marketing the solution is the relationship itself but
in transactional exchange the solution is the product in the form
Department of Business Management, Faculty of Business and

of physical goods and service (Ganesan, 1994). He also
explained that Relationship marketing is more applicable,
especially for service provider
In the case of service marketing, it is process consumption than
outcome consumption. Relationship marketing is designed to
develop strong connections with customers by providing them
with information directly suited to th
by promoting open communication. This approach often results
in increased word-of-mouth activity, repeat business and a
willingness on the customer’s part to provide information to the
organization. Naudé and Buttle (2000) made
major constructs of relationship quality identified in the
literature. Based on their constructs relationship quality is a
combination of trust, commitment, communication, conflict
handling, etc.

However, according to different scholar
determinant‘s magnitude on the relationship quality of the
organizations is different. Different researchers identified
different determinants of relationship marketing on their
countries context and similarly it may be different in the cas
of our country’s experience. Moreover, as to the studies in
Ethiopian set up, the work of Negi (2010) is important to
mention. Negi has tried to see the antecedents of relational
marketing and customer loyalty in the case of Ethiopian
Telecommunications Corporation.

Available online at http://www.journalcra.com
International Journal of Current Research
Vol. 8, Issue, 04, pp.29944-29951, April, 2016

INTERNATIONAL

Assessments on determinants of relationship marketing: the case of Ethio telecom, Bahir Dar branch
z
ASSESSMENTS ON DETERMINANTS OF RELATIONSHIP MARKETING: THE CASE OF ETHIO
Department of Business Management, Faculty of Business and Economics, Woldia University, Ethiopia

Businesses are living in a world of stiff competition. To be successful in this competition, considering
customer relationship is a requisite, and organizations need to investigate more on the determinants of
The objective of the research is to assess determinants of relationship
om. To achieve this objective the researcher
employed descriptive statistics. Study population for the study was customers who are living in
Bahirdar city and customers who come to Bahirdar during the study period. Questionnaire and
. The result of the study shows that Communication has
got highest value on relationship marketing of Ethio telecom followed by trust, commitment.
However, only about half of the customers are happy with ET conflict handling. Descriptive results
show that ET relationship quality is good where as organizational ability in conflict handling is poor.
ribution License, which permits unrestricted use,

of physical goods and service (Ganesan, 1994). He also
explained that Relationship marketing is more applicable,
organization like Ethio telecom.
In the case of service marketing, it is process consumption than
outcome consumption. Relationship marketing is designed to
develop strong connections with customers by providing them
with information directly suited to their needs and interests and
by promoting open communication. This approach often results
mouth activity, repeat business and a
willingness on the customer’s part to provide information to the
organization. Naudé and Buttle (2000) made an overview of the
major constructs of relationship quality identified in the
literature. Based on their constructs relationship quality is a
combination of trust, commitment, communication, conflict
However, according to different scholars finding, each
determinant‘s magnitude on the relationship quality of the
organizations is different. Different researchers identified
different determinants of relationship marketing on their
countries context and similarly it may be different in the case
of our country’s experience. Moreover, as to the studies in
Ethiopian set up, the work of Negi (2010) is important to
mention. Negi has tried to see the antecedents of relational
marketing and customer loyalty in the case of Ethiopian
Corporation.

INTERNATIONAL JOURNAL
OF CURRENT RESEARCH
Assessments on determinants of relationship marketing: the case of Ethio telecom, Bahir Dar branch”, International

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