Marketing Management

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Browsing Marketing Management by Author "Abdulhakim Zemede"

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    The Role of Re-Intermediation Strategy on Customer Retention: The Case of Selected IATA’s Travel Agencies in Addis Ababa
    (Addis Ababa University, 2023-06) Abdulhakim Zemede; Andinet Worku (PhD)
    The re-intermediation of the travel agencies' businesses is necessary for them to remain competitive in the travel distribution sector by adding value to the travel distribution process. Re-intermediation is the process by which previously disintermediated intermediaries rejoin the distribution chain by providing new benefits to suppliers or customers.by creating a model that helps disintermediated travel agencies retain clients through the re-intermediation process. For the travel agency industry, a variety of re-intermediation strategies have been proposed, including product Knowledge, personal interaction, co-existing with technology, differentiated products, High-quality service and Low-service fee in an attempt retain customers. The primary objective of this study was to examine the role of re-intermediation strategies on customer retention as in the case of Travel agencies of IATA in Addis Ababa. The study employed explanatory Research design, this approach shows the cause-and-effect of determinants of re-intermediation strategy & customer retention. quantitative method approach has been employed. based on the questionaries’ collected from the targeted population, the researcher has used convenient sampling method in order to select the samples from the population. Self-administered questionaries’ have been distributed. A questionaries’ was developed to 102 IATA members travel agencies selected randomly. Analysis was made based on the data collected from the respondents of 102. The data obtained from travel agents, analyzed using descriptive statistics, Pearosn correlation, regression analysis made with the providing of SPSS version 26 for the purpose of analysis and summarization of the data to identify the most significant factors of customer retention. The research finds out four consistent factors of lower service-fee, differentiated product, high quality service and product knowledge have positive and significant effect on customer retention. Based on The analysis made, this study suggests that in order for travel agents to retain their customers, they should focus on enhancing customer retention by charging lower service-fee, differentiated products (Leisure & corporate segment), improve product knowledge, and high quality service. Moreover, travel Agencies should also consider to re-intermediate their business so as to retain their customers