Browsing by Author "Belihu Takele"

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    The Effect of Integrated Marketing Communication Tools on Long-term Relationship with Customers: The Case of Ethiopian Tourist Trading Enterprise
    (Addis Ababa University, 2022-06) Belihu Takele; Tewodros Mesfin (PhD)
    Customer relationship building has nowadays lured the attention of businesses to enhance sustainable competitiveness. The role of integrated marketing communication tools is pivotal in customer relations. This article assesses the effect of integrated marketing communication tools on long-term customer relationship in the context of the Ethiopian Tourist Trading Enterprise (ETTE). Descriptive and causal research design and simple random sampling technique employed to gather data from 271 customers, out of which 249 questionnaires were returned. The data was analyzed using descriptive inferential statistics (correlation and regression). The results revealed positive and significant relationship between long-term customer relationship and the four IMC tools considered in the study, namely personal selling (r=.681), PR(r=.438), sales promotion(r=.308) and direct marketing(r=.283). The multiple regression result showed at 95% confidence level (p<0.05), except direct marketing the others, namely personal selling (.273), public relation (.205) and sales promotion (.138) have positive and significant effect on long-term customer relationship. The study therefore suggests that IMC tools serve as formidable strategic tool to forge long-term customer relationship. Keywords: long-term customer relationship, IMC tools, sales promotion, direct marketing, public relations, direct marketing