IJSRP, Volume 11, Issue 7, July 2021 Edition [ISSN 2250-3153]
Biruktait Girma Giday, Million Nane Elcho
The study is aimed to investigate the impact of customer relationship marketing on customer satisfaction of Dashen Bank at Wolaita Sodo Town and measured customer relationship market tactics and its impact on customer satisfaction. Survey method was used as the research method of the study. The sample for the study consists of 394 respondents selected based on convenience sampling procedure. The dimensions of the study were service quality, price perception, brand image and value offered. Study data were collected using self-administered questionnaire and the questionnaire consisted of 18 items categorized under four dimensions of the Likert scale model.