Browsing by Author "Kalkidan Bekele"

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    Assessing and Enhancing Service Quality in the Transport Sector: Case of Addis Ababa City Bus Service Company (AACBSC)
    (Addis Ababa University, 2024-06) Kalkidan Bekele; Gulelat Gatew
    Service quality in the transport industry sector is crucial in one’s country socio, economic and political aspects evaluated to ascertain the level of service provided to customers. This study focuses on determining the impact of service quality dimensions on customer satisfaction and loyalty within this sector. The research was conducted in Addis Ababa, under the four terminals: Addis Ketema (Mercato), Leghar, Piassa (Menelik), and Megenagna. The study involved 138 participants who were surveyed using SERVPERF and Kano model questionnaires to assess service performance and prioritize customer needs. Descriptive analysis was carried out using Statistical Package for Social Sciences (SPSS) software to evaluate service performance. The findings revealed a low performance across all service quality dimensions, with reliability being identified as the most severe compared to others. This indicates that customers perceive a significant gap in the consistency and dependability of the service provided. The Kano model analysis further categorized service attributes, where five attributes fell under the "Must be" category. These attributes were critical to customers and were deemed essential for their basic satisfaction. These findings were then utilized as inputs for the House of Quality (HOQ) framework to translate customer requirements into actionable service improvements. The HOQ methodology, through its relation and correlation matrices, was employed to establish proposed solutions aimed at enhancing the identified service quality dimensions. The proposed solutions focused on improving shortcomings dimensions prioritizing reliability and other critical service attributes to meet customer expectations and improve overall service quality. This paper contributes to the ongoing efforts to understand and enhance service quality in the transport industry, providing a comprehensive analysis and practical recommendations for service improvement
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    The Mediating role of Brand Awareness on the relationship between Corporate Social Responsibility and Brand Equity: The Case of Bank of Abyssinia
    (Addis Ababa University, 2024-06) Kalkidan Bekele; Andinet Worku (PhD)
    This research paper investigates the role of brand awareness as a mediator in therelationship between corporate social responsibility and brand equity, focusing on the Bank of Abyssinia as a case study within the banking industry. It emphasizes theparamount importance of brand awareness in attracting and retaining customers in today market. The study relies on primary data collected through questionnairesadministered via purposive sampling at the Bank of Abyssinia in Addis Ababa, Ethiopia. Out of 400 distributed questionnaires, 387 responses were collected, yielding a responserate of 96.75%. Utilizing IBM SPSS, the research identifies the impact of brand awareness on the relationship between corporate social responsibility and brand equity.The findings reveal a positive and direct correlation between CSR and brand equity, as well as a significant positive relationship between brand awareness and brand equity.Furthermore, multiple regression analyses and mediation analysis with a process 4 model demonstrate that brand awareness mediates the relationship between CSR andbrand equity. Given the substantial influence of the independent predictor variables on the dependent variable, all proposed hypotheses were supported. Furthermore, the studyconfirmed the four hypotheses at the bank, demonstrating that Bank of Abyssinia customers significantly impact the bank’s brand equity, with brand awareness acting asa mediator. In essence, for Bank of Abyssinia customers, corporate social responsibility plays a pivotal role in fostering brand loyalty and enhancing brand awareness,consequently leading to repeated business with the bank. This underscores the mediating role of brand awareness in shaping brand equity. Based on the aforementionedconclusion, the report offers several critical recommendations to bank management. Firstly, the study reveals that CSR impacts both brand awareness and brand equity. Thisdiscovery holds significance as per the study’s participants, suggesting that successful implementation of CSR can serve as a cornerstone in marketing discipline. The Bank ofAbyssinia’s management should prioritize corporate social responsibility, given that the findings suggest brand awareness and brand equity are achieved through CSR practices.As a service provider in a competitive market, various measures can enhance CSR efforts, including actively participating in social activities, embracing new technologiesfor competitive advantage, continually innovating to maintain attractiveness even amid new market entrants, and offering tailored services to meet customers specific needs.v Key words: Corporate social responsibility, Brand equity, Brand awareness