NIKU TSEGAYE2024-04-162024-04-162023-05http://10.194.1.109:8080/xmlui/handle/123456789/1880The general objective of this study was effects of assessing customer retention on customer loyalty of the bank and theoretical know how about its retention and loyalty as well as forward possible solutions for the inconsistencies which leads to customer dissatisfaction. For this research purpose both primary and secondary data source were used. In the primary data type both open and close ended questions were prepared in the form of questionnaires, whereas the secondary data type were taken from written books internet magazine and other the study also used judgmental sampling techniques it is non probable sampling techniques because of to get adequate information. Furthermore, data will be analyzed and interpreted by using tables and percent. By this study the company must be improving its trust more than its practice now and highly promoting its product for create the good image in the mind of customers. and the company should also increase alternative attraction by differentiated its product in terms of cost of service & quality of technical outcome they tend to be effectively serving customers and give different incentive for the loyal customers.enASSESSING, CUSTOMER RETENTION, AND LOYALTYCUSTOMER RETENTION,LOYALTYThesis