Browsing by Author "Demissie, Mulugeta"

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    Impact of Internal Market Orientation on Hotel Employees Satisfaction
    (Addis Ababa University, 2016-06) Demissie, Mulugeta; Workineh, Mesfin (PhD)
    Internal market orientation of companies is vital nowadays for success. Internal market orientation is all about the coordinated activity of companies towards addressing the needs of their employees and satisfying those needs. Employee satisfaction brings success for service provider organizations such as hotels. The purpose of this study is to examine the impact of internal market orientation of four star hotels on the satisfaction of their employees using quantitative approach. In this study: training provision, staff facility provision and internal market orientation are the independent variables and employee satisfaction is the dependent variable. These variables are originated using a 29-items questionnaire. Out of the 350 distributed questionnaires, a total of 201 usable responses were collected from employees of 10 four star hotels in Addis Ababa. Data collection has taken a period of one month using self administered questionnaires. Correlation and multiple regression analyses were used to examine the correlation between independent variables and the dependent variable. The result indicated that there is relationship between the variables. The finding also showed that internal market orientation of hotels impacts employee satisfaction significantly. The research achieved its goal by showing those relationships. As a result, the finding is believed to benefit hotels by helping them understand how their activities are perceived by their employees. As hotels are passing through, continuous assessment and evaluation process by the ministry of culture and tourism of Ethiopia from time to time, the result of this study gives them hints on the areas to focus when performing internal marketing activity. Last but not least, the result of this study revealed that training provision and staff facilities provision are given due attention by four star hotels as opposed to the generalization report of the assessing body from the ministry of culture and tourism made for all hotels. As this study is focused only on four star hotels, the researcher does not believe that the result of this research can fully contradict with the conclusive report of the ministry. Thus, the researcher recommends that further elaborate empirical researches need to be performed using this research as a base to contribute to the industry
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    The Impact Of Social Media On Customer Flow Of Five Star Hotels In Addis Ababa
    (Addis Ababa University, 2018-06-17) Demissie, Mulugeta; Andualem, Getie (PhD)
    This study emphasizes on the effect that social media has on the customer flow of the hotel industry. The objective of the study is to assess the impact of social media in contribution to customer flow of the hotel business in the country with special emphasis on the five-star hotels. Currently, social media networks and websites like Facebook, Twitter, LinkedIn and many more are redefining the way people communicate and share their travel and touring experiences. As a result, more and more companies are turning to these platforms to gather information, keep their customers informed about their products and so much more. In Ethiopia, however, the hotel industry heavily depends on conventional media for communication and advertising. The research has been conducted using explanatory research method since explanatory method is where a researcher has an idea or has observed something and seek to understand more about it. Sample size was calculated in the following formula and has come to be 214 respondents. Marketing managers of each five-star hotels in Addis Ababa i.e. seven Five-star hotels (Sheraton Addis, Capital International hotel, Ellily International Hotel, Radisson Blu Hotel, Golden Tulip Hotel, Getfam international Hotel and Marriot international Hotel) were the target for the study. The evidence from the collected data shows that each five-star hotel customers have been exposed to social media and they have been influenced by the information provided on the social media platforms including the information about the hotels services qualities, location, accommodation and price for using the services of the hotels. In advocacy, the engagement in social media has to be thought within the security framework of connectivity between the customers and Hotels. The issue of reliability about the information provided in the social media platform may have impact in reducing the customer flow of the Five Star Hotels. Therefore, both the customer and the Hotels has to think of ways that may secure their level of interaction in a mutually confirmed platform of social media protected by firewall and anti-fraudulent people.