Browsing by Author "Ibrahim, Hanan"

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    Effect of Brand Image on Customer Satisfaction and Loyalty: The Case of Ethiopian Airlines
    (Addis Ababa University, 2014-06) Ibrahim, Hanan; Ensermu, Matiwos (PhD)
    The research tries to assess the impact of brand image on customer satisfaction and loyalty taking Ethiopian Airlines as a case study. Ethiopian Airlines is operating in the airline industry both on passenger and cargo handling section. The research tries to find out the level of brand image influence on Customer Loyalty and the mediating role of Customer satisfaction. Data was collected form passengers at Addis Ababa Bole international Airport and around cargo terminal areas. The analysis shows that brand image benefits: Functional, experiential and symbolic benefits have positive impact on the customer perception affecting the customer satisfaction and customer loyalty. The result also indicates that customer satisfaction mediates the relationship between brand image benefits and customer loyalty.