Browsing by Author "Andinet Abdulkadir"

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    The Role of Digital marketing to Enhance Customer Experience at Ethiopian Airlines
    (Addis ababa university, 2026-11-05) Andinet Abdulkadir; Dr. Tewodros Mesfin (Ph.D.)
    The current digital environment has significantly transformed marketing practices ,making digital marketing a critical determinant of customer experience in the airlines industry .This study aimed to investigate the influence of digital marketing dimensions on customer experience in Ethiopian Airlines .The study was motivated by the findings of the Digital platforms health check conducted by Ethiopian airlines which identified areas requiring further investigation and improvement to enhance customer experience across the airlines digital channels .Specifically, the study examined the effect of responsiveness ,communication engagement and ease of use on customer experience .In line with this objective, an explanatory research design with a quantitative research approach was adopted. Utilizing a quantitative research design, data was collected via an online survey from 350 Ethiopian Airlines customers who had experienced on digital platforms used for analysis, resulting in a response rate of 92.1%. The data were analysed using SPSS version 27.0 through descriptive statics, correlation analysis and multiple linear regression analysis. The findings of the study revealed that all four examined dimensions responsiveness ,communication, engagement and ease of use have statistically significant relationships with customer experience .The regression analysis showed that ease of use was the strongest positive predictor of customer experience highlighting the importance of user friendly digital platforms, smooth navigation, convenient booking systems and easy online payment procedures. Indicating the importance of interactive communication and customer participation in digital platforms. Responsiveness showed a positive and significant effect on customer experience ,indicating the importance of interactive communication and customer participation in digital platforms .Responsiveness showed a positive and significant effect on customer experience, particularly in relation to booking confirmations and timely flight update .However ,communication showed a statistically significant negative effect on customer experience, suggesting possible inconsistence ,lack of clarity or inefficiencies in communication across digital platforms. The regression model demonstrated strong explanatory power with the independent variables collectively explain 80% of the variation in customer experience. The findings therefore confirm that digital marketing dimension play a significant role in shaping customer experience in Ethiopian Airlines. The study conclude that Ethiopian Airlines can improve customer experience by strategically enhancing the usability, responsiveness, engagement, and communication quality of its digital plat forms