Assessments on determinants of relationship marketing: the case of Ethio telecom, Bahir Dar branch

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. Descriptive results show that ET relationship quality is good where as organizational ability in conflict handling is poor.