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Title: Customers' Perception of Ethiopian Telecommunications Corporation's Marketing Communication Practices: The Case of Addis Ababa
???metadata.dc.contributor.*???: Getachew Yoseph (Ato)
Amare, Basazene
Keywords: the most important aspect of service marketing.
Issue Date: May-2011
Publisher: Addis Ababa University
Abstract: Creating efiective communication with customers is the most important aspect of service marketing. Tod ate we still have poor understanding of the role of eflective communication with customers in attracting and monitoring prospect and present customers. This research project evaluates the effectiveness of advertising campaign and personal selling practices of Ethiopian Telecommunication Corporation (ETC) with the aim of flnding solution to improve the existing communication and customer satisfaction. A sample of 400 respondents was selected in terms of service type determined by stratified sampling. Among which, 373 responded. The data collected from 373 respondents was analyzed based on predetermined rating factors and expected result of performances. The findings of the analysis reveal that ETC's advertising and personal selling indicated average performance in providing information, creating awareness, and building company image and enforcing brand loyalty. The findings also show lack of integration between advertising and personal selling. The research project finally recommended some corrective measures to overcome the problems of existing marketing communication system in general and advertising campaign and personal selling in particular.
Appears in Collections:Thesis - Educational Research & Development

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