| Abstract: | The main aim of this study is to investigate the factors that affect customer loyalty in the case of
Oromia Bank. To achieve the objective descriptive and explanatory survey designs were used;
the target population of the study was all customers of Oromia Bank, the sampling techniques is
probability sampling specifically simple random sampling were used. The data collection tools
are questioners and document analysis. The adviser and expert review confirmed the validity of
the research instruments, while the tools' reliability was based on Cronbach’s alpha. Data was
analyzed through descriptive, inferential statistical, regression and correlations. The study's
major findings show that trust, commitment, customer satisfaction, brand image, and customer
service were factors affecting customer loyalty at Oromia Bank. Also, the study found there was
a statistically significant and positive relationship between trust, customer satisfaction, brand
image customer service, and customer loyalty at Oromia Bank. Finally, the study recommends
that Bank be supposed to provide service at the time it promises to do, increase confidence in the
service, promote honest customer, provide safe services, committed to providing service to
customers according to the specifications and quality required, dedicated to offers personalized
service to meet customers need, devoted to solve problems facing customers as soon as possible
without any delay. Finally Bank management advised to prioritize ensuring service offered by
the company matches with customer expectations, as customers are satisfied with the service the
more and build a good brand image, they tend to become loyal customers |
