Browsing by Author "Getie Andualem (PhD)"

Now showing 1 - 6 of 6
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    Effect of Digital Marketing on Customers Brand Loyalty: Case of Bank of Abyssinia
    (Addis Ababa University, 2023-06) Endale Lemma; Getie Andualem (PhD)
    The study had examined the effect of digital marketing on customers brand loyalty in the case of Bank of Abyssinia. The sample populations of the study were customers of Bank of Abyssinia in east Addis Ababa district. Quantitative research approach been adopted in selecting a sample size of 384. Primary data were collected using questionnaires from the customers of the product and then collected 348 responses, the data collected were carefully edited, coded, encoded using spread sheet and analyzed by using SPSS, Descriptive and explanatory research design was used to analyze the result. The results of the analysis revealed that email marketing, social media marketing, content marketing and SEO were identified by the customers of BOA as factors determining their loyalty, In accordance with existing empirical literature the results of the present study have supported the established relationship between brand loyalty and Digital marketing, The result of the study indicated that the identified factors (SEO, Social Media, email marketing and content marketing ) have significant Effect on customer brand loyalty, according to their respective extent social media have the strongest positive effect and followed by SEO and content marketing. With these findings the study provides many implications to increase the brand loyalty of BOA by recommending that the company must strengthen the use of Digital marketing. As the world moving towards digital era, the digital channels play vital role in increase of sales of any firm’s products. So, the present study made an attempt to reveal the impact of digital marketing on customer brand loyalty
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    Factors Affecting the Sales of Non-Life Insurance Policy in Awash Insurance
    (Addis Ababa University, 2023-07) Feyisa Dandana; Getie Andualem (PhD)
    The purpose of this study was to investigate and asses the factors that influence the sale of non-life insurance policy in the case of Awash Insurance Head Office. Premium rate, process and procedure of claims settlement, sales agent of the company, underwriting process, and promotion or advertisement are assumed as independent variables, whereas, the sale of the non-life insurance policy of the company was assumed as dependent variable of this study. This study was based on an explanatory study design and a quantitative research approach. Respondents for this survey were selected using systematic random sampling from marketing directorate, claim directorate, underwriting Directorate and licensed sales agent of Awash Insurance at Head office. Accordingly, 152 were selected as the respondents of this study. The main finding of this study is that premium rates are the significant influence on sales of non-life insurance policy. It is recommended that insurance companies have to conduct awareness campaigns and explain their products and benefits if the level of sales is to be enhanced. While charging a lower premium can impact the insurer’s profitability, charging higher could result in losing applicants. Maintaining this balance becomes a crucial and challenging process. Thus, it is better to make premium affordable to the customers buying capability
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    The Effect of Digital Marketing on Consumer Buying Decision: The Case of Selected Food Service Providers in Addis Ababa, Bole sub-city
    (Addis Ababa University, 2023-07) Firaol Kidanemariam; Getie Andualem (PhD)
    The aim of this research was to look into "The Effect of Digital Marketing on Consumer Buying Decisions on Selected Food Service Providers in Addis Ababa." Search Engine Optimization, Pay-Per-Click Marketing, Web Design Marketing, E-mail Marketing, Mobile Marketing, Social Media Marketing, Affiliate Marketing, and Content Marketing for consumers were all extensively investigated in this study. 380 questionnaires were distributed to and collected from food service companies using a suitable sample method. From the 380 questionnaires issued, 368 available samples were obtained, yielding a 97% response rate to all participants who volunteered to participate. According to the study's findings, Search Engine Optimization, Pay-Per-Click Marketing, E-mail Marketing, Social Media Marketing, Affiliate Marketing, and Content Marketing have a positive and significant effect on consumer purchasing decisions in food service providers. Among the variables examined, content marketing had a significant effect on consumer purchasing decisions, followed by optimization for search engines marketing, affiliate marketing, email marketing, and social media marketing. Thus food service providers are recommended to focus on search engines marketing, affiliate marketing, email marketing, and social media marketing to assist consumer buying decisions
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    The Effect of Marketing Mix Elements on Sales Performance of MRO (Maintenance, Repair & Overhaul) Services: The case of Ethiopian Airlines
    (Addis Ababa University, 2022-10) Engdawork Seyoum; Getie Andualem (PhD)
    The aim of this study was to investigate the effects of service marketing mix elements on sales performance for MRO services in the case of Ethiopian Airlines. To achieve the study objectives, explanatory research design along with quantitative approach was applied. A sample of 56 respondents were chosen from management staffs of Ethiopian MRO based on Non-probability judgmental (purposive) sampling strategy. Survey questionnaire was used to collect the primary data and a total of 51 valid responses were obtained for analysis. Using SPSS 20.0 statistical application software, both descriptive and inferential analysis were conducted for multiple linear regression analysis to attain the proposed objectives. The results showed that Promotion (β = .260) relatively has the highest effect on sales performance followed by Product (β = .238), Price (β = .156), Place (β = .146) and Process (β = .111) at p-value less than 0.05. however, People (β = .069), and Physical environment (β =.065) sowed the least effect. Therefore, the results of this study findings revealed that all the 7 marketing mix elements has positive and significant effect on sales performance of MRO services of Ethiopian Airlines. Accordingly, the study suggests in order to improve the sales performance from MRO service, the company should improve quality and variety of MRO service which in the long run will develop brand reputation. It is also mandatory to adhere to customer feedback so as to serve them better, effectively utilize promotion mixelements by increasing resources allocated for communication and advertising activities and put maximum effort to effectively utilize all the possible promotion and advertising means to make the MRO service visible to all potential customers, in order to improve the human resource management, Personnel who interact with customer should be properly equipped with training and skill development programs in line with adequate motivational rewards to enhance employee-customer interactions. and in order to improve accessibility of service locations, the company should implement expanded services on Customer-site & tool Support service, 24/7 AOG support service, etc. needs improvement and revision to meet the vast aviation industry. Keywords: Marketing Mix Element, MRO Service, Sales performance
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    The Effect of Relationship Marketing on Customer Loyalty: The Case of SAS Pharmacies
    (Addis Ababa University, 2023-05) Mintesnot Gashaw; Getie Andualem (PhD)
    This study aimed to investigate the influence of relationship marketing on customer loyalty in the context of SAS Pharmacy. Using a quantitative approach with a deductive and descriptive research design, the four dimensions of relationship marketing (trust, commitment, communication, and satisfaction) were chosen as independent variables, while customer loyalty was examined as the dependent variable. Statistical analysis was performed using SPSS version 26, utilizing correlation and multiple linear regression techniques. A total of 384 questionnaires were distributed, resulting in a high response rate of 97.65% with 375 completed questionnaires returned. The findings indicated that trust and satisfaction exhibited a significant and positive relationship with customer loyalty. However, the relationship between commitment and communication with customer loyalty was found to be insignificant. Consequently, two hypotheses were accepted while two hypotheses were rejected. The results revealed that relationship marketing accounts for approximately 41.6% of the observed loyalty among customers at SAS Pharmacy. These findings provide valuable insights into the importance of trust and satisfaction in fostering customer loyalty within the pharmaceutical retail industry and contribute to a better understanding of relationship marketing strategies that can potentially enhance customer loyalty and drive business growth
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    The Effect of Service Marketing Mix on Customer Satisfaction: A Study on Selected Private Insurance Companies in Addis Ababa
    (Addis Ababa University, 2023-06) Binyam Ketema; Getie Andualem (PhD)
    This research aimed to examine the effect of service marketing mix on customer satisfaction by taking selected five private insurance companies in Addis Ababa as a case. The quantitative research approach along with explanatory research design was applied. Active motor insurance policyholders of five selected insurance companies were considered as a study population. Primary data were collected from a total sample size of315 sample respondents through structured self-administered questionnaires. The scale comprised standard marketing mix and customer satisfaction questions scaled with Likert Scale. In contrast to the conventional Likert Scale analysis method, the Taguchi Signal/Noise ratio method was used to concurrently account for the impact of average and variation as well as satisfaction and dissatisfaction data to accurately determine the direction of improvement of quality attributes. The relationship between components of the marketing mix and consumer happiness was examined using both descriptive and inferential analysis techniques. The data were analyzed by using Pearson correlation and multiple linear regression models. The results showed that the marketing mix elements have a positive and significant effect on customer satisfaction. Specifically, insurance policies had strong statistically significant positive effect on customer satisfaction (B= .251, P< .05) followed by promotion (B= .150, P< .05), premium (B= .137, P< .05), and placement (B= .129, P< .05). Whereas, claim settlement process (B= .113, P< .05), physical evidence (B= .041, P< .05) and people/staff competence (B= .051, P< .05) showed the least contribution to customer satisfaction. The seven service marketing mix aspects can be summed up as being reliable indicators of client happiness. Customer retention, customer satisfaction, and customer attraction are all possible with effective marketing mix implementation. The managements of the insurance companies are recommended to exert maximum effort on the improvement of their staff competence, adopting innovative internal process and the attractiveness of its service facilities