In the past, research has been conducted on what causes clients to remain with a bank in the global banking business. Relationship marketing is predicated on customer retention; hence, these findings encourage authors of scholarly marketing literature to include these aspects. This study looks at how bonding, responsiveness, and communication directly affect customer retention and customer satisfaction, as well as how bonding, responsiveness, and communication indirectly affect customer retention via customer satisfaction. Through the use of the convenience sampling method, a total of 384 customers were chosen. An investigation of banking customers was carried out in the form of a cross-sectional survey, making use of a structured questionnaire. The results showed that bonding and communication had a direct and significant effect on keeping customers, but responsiveness did not. Also, bonding, communication, and responsiveness have a direct and significant effect on customer satisfaction. In a similar vein, customer satisfaction has a direct effect on customer retention. On the other hand, bonding and responsiveness were seen to have an indirect but significant effect on customer retention via customer satisfaction, whereas communication did not. The study suggests that managers retain consumers by promptly reacting to customer needs and communicating effectively. This will assist them in satisfying and retaining customers.

The numerous organisations voicing their concerns show that concern for the environment has increased compared to earlier times. This study aims to investigate the relationship between green brand innovation and green perceived value, along with its impact on green brand loyalty within the Ethiopian banking sector. Based upon previous research, this study delves into the distinctions between innovation and innovativeness, exploring their respective influences on brand loyalty. Additionally, this study introduces the roles of green perceived value as a mediator and consumer green knowledge as a moderator in shaping green brand loyalty. To assess the conceptual model, a survey was conducted using convenience sampling among 600 customers using internet banking services across nine reputable banks. This approach aimed to capture a representative sample for the conceptual model. Subsequently, data analysis was performed using a structural equation model (SEM). The results indicated that consumers’ perceptions of green value have indirect effects on green brand loyalty and direct effects on green brand innovation. In addition, green knowledge moderates the relationship between green brand innovation and green perceived value in a significant way. Therefore, in order to increase customer loyalty to green brand innovations, organisations should focus on improving consumers’ environmental literacy and cultivating positive attitudes towards green businesses.

The present research endeavours to examine the impact of customers' perceptions regarding a firm's dedication to corporate social responsibility (CSR) on their allegiance to particular banking brands. The mediating factors of brand credibility and image help to facilitate the indirect relationship between corporate social responsibility (CSR) and brand equity, which is the focus of this study. The objective of the research is to investigate the plausible causal association among perceived corporate social responsibility, brand image, brand credibility, and brand equity. The study's data was obtained by conducting a survey among a sample of 320 banking customers in Ethiopia. In order to perform a thorough examination of the data, AMOS version 24.0 and structural equation modelling (SEM) methodologies were employed. The present research endeavours to broaden the conventional comprehension of the advantages that corporate social responsibility (CSR) offers to customers. It aims to address a void in the current literature by scrutinising the impacts of customers' perceptions of CSR, brand credibility, and brand image on their allegiance towards particular banking service brands. The findings of this study carry substantial implications for financial institutions, and the conclusions derived from the results are of considerable significance.

Environmental concern has attained a higher level than in the past, with numerous organisations, including the pioneering "Green Banking" institution, expressing their concern. This study examines the relationship between green brand innovativeness and perceived value, as well as its effect on green brand loyalty. It expands on previous research that investigated the differences between innovation and innovativeness and their effects on brand loyalty. In addition, the role of perceived green value as a mediator and consumer green knowledge as a moderator in the formation of green brand loyalty is investigated. To test the conceptual model, a convenience-sampling survey of 600 Ethiopian customers was administered to capture a sample of respondents for the conceptual model. For data analysis, structural equation modelling (SEM) was employed. The results indicate that consumers' perceptions of green value have indirect effects on brand loyalty and direct effects on the innovativeness of green brands. In addition, green knowledge mediates the relationship between green brand innovation and green value perception in a significant way. Therefore, organisations should concentrate on enhancing consumers' environmental literacy and nurturing positive attitudes towards green brands in order to increase green brand loyalty.