Browsing by Author "Mesfin, Tewodros (PhD)"
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Item Analysing The Practice Of Digital Marketing In Promoting Ethiopian Tourism In Case Of Ethiopian Tourism Organization(Addis Ababa University, 2018-05-12) Dessie, Roman; Mesfin, Tewodros (PhD)The purpose of this study was to analysing the practice of digital marketing in promoting Ethiopian Tourism in case of Ethiopian Tourism Organization. The study employed both qualitative and quantitative approaches. Interview, questionnaire and observation were the main data gathering tools. The interview was undertaken with marketing director and one marketing team leader of ETO and also 399 questionnaires were distributed to international tourists who were found in one of the major tourist destination: Addis Ababa. Out of which only 342 respondents’ returned properly which meant more than 85 percent coverage of total respondents. The collected data were analysed using both the descriptive and inferential statistics. The findings demonstrated that most of tourists who came to Ethiopia used search engines as their major source of tourist information , it was found out that ETO partially utilized the two digital marketing frameworks called attract and retain whereas ETO failed in the utilization of the three digital marketing frame works which are called engage , learn and relate back . Social media accounts (YouTube, Face book and twitter), Website, Search engine optimization, Mobile App and digital content were identified as the digital marketing elements which ETO is employed currently. The challenges of ETO to implement the digital marketing were identified. Six major challenges were recognized as prominent obstacle for ETO not implement the digital marketing tasks effectively. As a final point, the research was concluded raising major findings of the research and recommendation was given to the way forward for the organization under this study (ETO). In the meantime, the researcher also believed that these recommendations and the results of this study might be used as a reference for future researchers who will be interested to conduct their research on the tourism promotion using digital marketing frameworksItem Analysis of the Effect of Customer Based Brand Equity on Customer Retention: A study of Public and Private Commercial Banks in Ethiopia(Addis Ababa University, 2016-06) Kebede, Helina; Mesfin, Tewodros (PhD)The purpose of this study is to explain the effects of consumer based brand equity dimensions on customer retention of banks in Ethiopia. A sample of 384 respondents was drawn from both public and private banks in Addis Ababa, Ethiopia where a structured questionnaire was distributed to these samples. However, the response rate from among the intended samples was only 89.58% therefore; around 344 responses were found to be workable by this study. SPSS V 20.0 was used to analyze the data collected and to test the hypotheses put forward. The findings of this study then show that all the dimensions of consumer based brand equity namely, perceived quality, brand loyalty, brand image, brand association and organizational association have a positive and significant relationship with customer retention of banks in Ethiopia which led to, the acceptance of hypotheses one through five. And this was found by running multiple linear regressions on SPSS. The testing of the sixth and final hypothesis, which set out to find any significant difference between the different dimensions of consumer based brand equity of public and private banks show that there is no significant difference in the means of perceived quality, brand loyalty, brand image between public and private banks but the means of organizational association and that of brand association were found to be significantly different between public and private banks in Ethiopia. This led to the partial acceptance of the sixth hypothesis. These findings are beneficial for both public and private banks in Ethiopia to retain their customers. And for interested researchers this study suggested to incorporate a larger sample size than this work utilized and also include cities of Ethiopia other than Addis Ababa, to be able to generalize the findings to the entire financial industry of EthiopiaItem Analysis of the Effect of Marketing Factors on Retailers’ Tyre Brand Preference in Addis Ababa(Addis Ababa University, 2016-05) Alemayehu, Temesgen; Mesfin, Tewodros (PhD)Every retailer in the market has their own brand preference. Retailers consider certain attributes before purchasing products. The objective of this study was to analyze the underlying marketing factors of brand preference among retailers in Addis Ababa. The independent variables included in this study are price, product quality, advertisement, brand name awareness and brand availability; while brand preference is the dependent variable. All tyre retailers in Addis Ababa were asked using questionnaire based on Likert type scale to collect information from the respondents in the city of Addis Ababa. The data were analyzed using descriptive statistics, ANOVA, two tailed t- test and multiple regression. The findings of the study showed that among the independent variables only price and brand name awareness are significant in determining brand preference of tyre retailers in Addis Ababa. Particularly Bridgestone tyre was found to be the most preferred brand among all tyre brands available in Addis Ababa. Brand preference is important in this sector therefore Wholesalers/manufacturers in the tyre industry should design their brand strategy by mainly focusing on price and brand name awarenessItem Analysis of the Effect of Service Quality on Customer Satisfaction: The Case of Business Development Services of Ethiopian Chamber of Commerce and Sectoral Associations(Addis Ababa University, 2016-06) Mesgina, Benyam; Mesfin, Tewodros (PhD)The intention of this study is to analyze the effect of service quality dimensions on the customer satisfaction of the Business Development Services of the Ethiopian Chamber of Commerce and Sectorial Associations. Competitiveness of Ethiopian businesses in the domestic and especially in the international market should be improved. The capacity of Ethiopian businesses is weak due to many factors i.e lack of business information, knowledge, skill, attitude, fair competition, policy problems... Private sector Institutions like ECCSA should be strengthened to provide business information, advisory services, need and skill based trainings, advocate the interest of businesses, promotion and support services. These are BDS services. The qualities of those services determine the satisfaction of customers and support the growth of businesses and in turn develop the economy of Ethiopia. The objective of the study is to examine the influence of service quality on the level of satisfaction of ECCSA customers. Specifically the study investigate the effect of each service quality dimensions (tangibles, reliability, assurance, responsiveness and empathy) on the service quality of ECCSA customers in its BDS. Service quality is a concept that has aroused considerable interest and debate in the research literature because of the difficulties in both defining and measuring it with no overall consensus emerging on either. The measurements that were used in this study are developed based on the widely accepted SERVPERF model which is the most common method for measuring service quality. A descriptive statistics analysis is used to evaluate the positive and significant relationship between service quality dimensions and ECCSA customer satisfaction. The study considered BDS Customers of ECCSA those are members and potential non-members. The actual numbers of those customers are not known since every time different business companies use ECCSA services. 384 samples were selected and trade facilitation center of ECCSA considered to collect data from different business sectors. Customers visited ECCSA trade facilitation center to get different services have been targeted to collect information vi conveniently based on self-administered questionnaires. On average 60 customers per day have been visited the trade facilitation center and the researcher managed to collect on average 20 filled questionnaires per day. Totally 383questionnires were properly filled and collected. But only 1 questionnaire was dropped by the researcher because it was not filled properly by the respondent. The study showed that there is significantly positive relationship between each of the five dimensions and ECCSA customer satisfaction. But strong positive and significant relationship observed between the two dimensions: tangibles and assurance with ECCSA customer satisfaction; moderate positive and significant relationship between empathy and customer satisfaction; and weak positive and significant relationship exhibited between the other two dimensions: reliability and responsiveness with customer satisfaction. That means tangibles assurance and empathy affect and impact customer satisfaction more significantly than reliability and responsiveness. The tangibles are more than any of the service quality dimensions in affecting the customer satisfaction of ECCSA in its BDS. The better the perception of customers towards these 5 dimensions, the higher will be their satisfaction and benefit out of the BDS services of ECCSA. ECCSA should promote its BDS services and encourage businesses from all regions in Ethiopia to benefit out of it. It should improve its tangibles and assurance dimensions significantly to get highest customer satisfaction. Based on the needs of customers ECCSA is expected to deliver up-to-date and accessible business information as well as business development services conveniently using modern technologies and structured office , assign competent and motivated service providers to support and provide assurance to its customers. So the study advised ECCSA to design well developed strategy towards those 5 dimensions according to their level of influence on customer satisfaction. Accordingly, further researches are expected to be conducted on the internal service providers’ and major stakeholders’ side and consider other factors those could affect customer satisfaction of ECCSA customers.Item Analyzing Factor Affecting Customer Buying Behavior: In The Case Of Tekelehimanot General Hospital(Addis Ababa University, 2018-05-21) Feliche, Yared; Mesfin, Tewodros (PhD)With the intent of studying consumers who are at the core of everything marketers do, this study was directed at the customer buying behavior. Through the development of a conceptual model that contains independent variables factors, this study tried to probe the buying behavior of consumers in medical service buyers. A sample of 367 medical service buyer respondents from Addis Ababa were selected by a purposive sampling method and data was collected through a structured questionnaire intending to identify their factors affecting towards the buying behavior using tri component model. Out of 382 structured questionnaires distributed to respondents 367 were collected, which maintained 95.57% response rate. The results of correlation analysis showed that the five determinants of buying behavior had a positive significant relationship with the buying behavior as well as within themselves. The results of multiple regression analysis also revealed that the five dimensions (Brand,people mix of the hospital, patient experience, consumption time and price and location) have a positive influence on the buying behavior. The selections of the service were made through the consideration of the major aspect of why people are choosing or what are prominent positions to factor affecting customer buying in the hospital. It was hypothesized in this study Brand and Marketing ,people mix of the hospital, patient experience,consumption time and price and location significantly influence buying behavior of medical service buyer in Addis Ababa. Physical evidence of the hospital have omitted from the model this implies that most of respondent it’s not a major focus areas to influence their medical service buying behavior. Data was collected through structured questionnaires from medical service buyer under investigation to put the conceptual model in to the empirical test.The study used descriptive and inferential statistics techniques to analyze the data and arrive at its findings. One interesting finding was the general support for the hypothesized significant positive contribution of all the independent variables on medical service buying behavior in TGHItem Analyzing Factors Affecting The Adoption Of E-Hailing Service In Addis Ababa Ethiopia(Addis Ababa University, 2020-06) Yeneneh, Metasebia; Mesfin, Tewodros (PhD)This research deals with identifying those factors affecting the adoption of E-hailing service in Addis Ababa, Ethiopia. Internet based questionnaire was used to gather the data from 384 respondents who were selected using a convenient sampling technique. The collected data was analyzed using SPSS version 26, employing statistical tools such as reliability, correlation, and multiple regression analysis. The result of the study uncovered that all the six independent variables (Performance expectancy, Effort expectancy, Social influence, Facilitating condition, perceived credibility, and price saving orientation has a positive and significant effect on the adoption of E-hailing service. In accordance the multiple regression analysis result uncovered that 79.5 % of variation in the Adoption of E-hailing service is explained by the combined effect of the six independent variable and the unstated variables represent 20.5 % of the variation. Furthermore, the study indicated that facilitating condition was the strongest predictor of the adoption of ehailing service while price saving orientation represent the least importance in relation to the adoption of E-hailing application .Also six hypotheses were tested to examine the effect of these variables have on the adoption of E-hailing service. Thus, the outcome chiefly indicates that passengers will adopt E-hailing application if they perceive that E-hailing application is easy to use, allow them to communicate with drivers quickly, is compatible with other technologies, make them feel safe, and increases their prestige among others. Based on the findings of the study, the researcher forwarded some recommendationsItem Analyzing Factors Influencing Buying Behavior of Washing Machine:The Case Study of Addis Ababa Condominium(Addis Ababa University, 2018-08-12) Getnet, Beza; Mesfin, Tewodros (PhD)Understanding the consumer behaviour helps the marketer to offer a product that qualifies the value. The objective of the study is to examine factors influencing consumers buying behaviour of washing machine. This study has covered consumers in condominium resident area selecting about 384 respondents from different people living in Addis Ababa. Most of the respondents replied to the questionnaire given to them completely. The questionnaire consists of two parts. The first part deals with the personal data of the respondents. And the second part has questions regarding the selected variables affecting the buying behaviour of the respondents. 368 were valid and used for statistical analysis.This study was conducted by using four factors (demographic factor, social factor, lifestyle and cultural factor). Quantitative research approach, explanatory research design and deductive type of reasoning were employed for this study. As data collection methodology, administered questionnaire was distributed to the representative of the study. To analyze the collected data descriptive statistics was used. Demographic factor, social factor and lifestyle were factors that highly influencebuying behaviour of washing machine. The study revealed that cultural factor istrivial factor.The study is resumed to enrich existing knowledge on the subject and serve as a research literature material for subsequent studies on related areas. Regarding its academic implications, important findings of the research are believed to add on a valuable input to the marketing field in general.Results from the study are expected to provide businesses with a variety of ideas for developing their advertising strategies and designing or modifying products or services.Item Analyzing Factors Influencing Customers Preference To Use Training Services Of Ethiopian Aviation Academy(Addis Ababa University, 2017-05-02) Tadesse, Menbere; Mesfin, Tewodros (PhD)The objective of this research paper was to examine factors influencing customers’ preference to use training services of Ethiopian Aviation Academy. The researcher thus tried to analyze the applicability of Jackson's (1982) hybrid model in regards to brand preference of Ethiopian aviation academy. The selected conceptual framework was on factors affecting students' college choice preference; from college characteristics which are costs/price, reputation of the institution, academic program/availability, facilities and advertizing was analyzed. A quantitative research design was applied to research the causal relationship of the college choice preference and determinants of college choice. A stratified sampling technique was conducted to contact the sample respondents’ form the five training schools of the academy. Applying a structured questionnaire written in English the researcher distributed to 170 trainees in person. The analysis was done using descriptive and inferential statistics by using SPSS version 20. The research finding clearly indicates that College Reputation has positive relationship with college choice decision/preference. Price has a negative relationship with customers’ college choice preference. This means that a one unit increase in price will result a decrease in customers college choice preference. Advertising has also a positive relationship with college choice decision/preference. Therefore, the academy has to work on its branding to maintain its reputation, must increase its promotional activities on Television and Radio and design best pricing policy to maintain and attract customers brand preference.Item Analyzing the Effect of Tourism Marketing Mix Elements on Stopover Tourism Marketing: The Case of Ethiopian Airlines Transit Travelers(Addis Ababa University, 2021-06) Amanuel, Yodahe; Mesfin, Tewodros (PhD)Developing the Travel & Tourism sector provides growth opportunities for all countries, regardless of their wealth, and offers job opportunities at all skill levels. If we agree that tourism has a positive impact on a countries economic development, and Air transport plays a big role in the tourism sector, Stopover tourism is the ideal type of tourism that integrates the economic development of a country through tourism by using airlines. The main objective of this study is, to analyze the effect of the tourism marketing mix elements on stopover tourism marketing, and the specific objectives are to examine the relationship between the tourism marketing mix elements and stopover tourism marketing, and to assess the interest, determine the ability and willingness of transit travelers on the stopover city tour service. To achieve the above objectives a quantitative research method and both explanatory and descriptive research approach have been employed in this study. The descriptive result revealed the transit travelers are interested in all offered tourism attractions, transit travelers are also willing and have the ability to purchases the city tour package. Whereas, the correlation results indicate that there is a moderate positive and significant relationship between the independent variables and the dependent variable. Based on the regression analysis the dependent variable was affected by all the independent variables. Finally, as the potential tourists are interested, have the willingness and ability to purchase the provided city tour service, only a small effort is expected from ET Holidays and involved stakeholders to make Addis Ababa one of the top-visited cities in the continent. Furthermore, as a single study alone cannot fill the existing empirical research gap in this research context, the researcher recommends other researchers to carry out further studies in this research area (stopover tourism marketing).Item Analyzing the Impact of Advertisement on Brand Preference of Bottled Water Companies Consumed in Addis Ababa(Addis Ababa University, 2016-05) Mekuria, Mahlet; Mesfin, Tewodros (PhD)This study explores the impact of advertisement (print, broadcast and outdoor advertisements) towards customer brand preference in the bottled water industry. Data was collected from customers who regularly or occasionally use bottled water products. A sample of 384 respondents was selected using multi-stage sampling method. The researcher selected participants of the study from four sub-cities of Addis Ababa as a cluster unit with heterogeneous population. The data were collected through self administered questionnaire which resulted in 318 valid responses. Data analysis was done using descriptive analysis, correlation, regression and one-way ANOVA using SPSS 22.0. The Pearson correlation coefficient used in the study signifies that all independent variables (component of advertisements) and the dependent variable have positive relationships with one another. The result from regression analysis concludes that out of the three advertisement media, outdoor and broadcast have a significant impact on brand preference, while, print advertisement on newspaper and magazines has no significant effect on brand preference of consumers. It was also concluded that overall advertisement had a significant impact on brand preference. The Finding of the study also shows that consumers of bottled water products who belong to different income groups and different age groups perceive advertisement activities in the same manner. None the less, advertisement is perceived differently among different respondents who have attained different educational levelsItem Analyzing the influence of marketing mix strategies on export performance in the garment industry of Ethiopia: The case of garment exporters in Addis Ababa(Addis Ababa University, 2018-05-16) Gizaw, Yodit; Mesfin, Tewodros (PhD)Export performance is the extent to which a firm effectively uses its resources and capabilities for the international market that indicates the success of a firm’s export operations where marketing strategy is one factor that a firm can manipulate to achieve its marketing objectives. This study aims to analyze the influence of marketing mix strategies on export performance in the garment industry of Ethiopia: the case of Addis Ababa. Explanatory research design was applied using census technique and all the garment exporters in Addis Ababa were selected. Primary data were collected using self-administered structured questionnaire that was submitted to 5 respondents in the respective companies where by there was a 77.3% response rate. Secondary data about objective export performance was collected from ETIDI. The major findings of this study revealed that 51.3% of export performance can be explained by marketing mix strategies. Moreover, while product, price and distribution marketing mixes shows significant and positive association, promotion marketing mix had positive but insignificant association. Recommendations were given accordingly.Item An Assessment Of Customers’ Satisfaction With New Product Innovation: The Case Of Awash Bank(Addis Ababa University, 2018-05-10) Dejene, Tilahun; Mesfin, Tewodros (PhD)The general objective of the thesis was to measure the level of customer satisfaction of customers of Awash Bank in relation to new product innovation. The study had tried to assess level of customer satisfaction in relation to customer centricity, attractive and innovativeness and price of the new product. Moreover, it explored the relationship among the three dimensions of the independent variables. Sample size of the study was 384 and a convenience sampling technique was used. The researcher used a qualitative type of research approach and a closed structured questionnaire was used to collect data based on the research questions. Descriptive (frequency, percentage, mean and standard deviation) and inferential statistic, analysis of variance (ANOVA) were employed. In addition, pearson correlation analysis was used to assess relationship among the three dimensions of customer satisfaction. As a key finding, the result depicted that those senior customers and qualified ones were not as such satisfied with new product innovation of the bank and generally, it is recommended that the bank should work hard and evaluate its performance so as to understand customers’ need and to get continuous competitive advantage in the banking industryItem Determinant Factor of Automobile Brand Choice (The case of Ethiopian Automotive Dealers Market)(Addis Ababa University, 2017-06-16) Alemayehu, Sisay; Mesfin, Tewodros (PhD)The Ethiopian automobile sector has emerged as one of the significantly developing and growing sectors in the last decade. The automobile industry of Ethiopia has witnessed a tremendous growth in all sections, right from two wheelers, three wheelers, trucks and passenger car segment. The study assess factors that influence brand choice with a sample size of 300 respondents was selected using convenience sampling technique. The research paper explored the proposition that brand choice behavior is influenced by five consumption values, these being functional, social, emotional, conditional and epistemic values using SNG (1991a) theory of consumption values model .Based on the theoretical frame work and objectives of the study 26 items were provided in a 5 point Likert scale to the respondents. The gathered data were analyzed by descriptive and inferential statistics. The correlations between determinants of brand choice and consumer preferences are also empirically tested. All possible correlations between determinants of brand choice and consumer preferences are also empirically tested. The purpose of this paper is to identify determinant automobile brand preference on the selected six dealer’s brand. Among the determinant factors, brand name, attributes, emotional connection, image, spare part, accessibility, and price are found out to be significant determinant of brand preference while external influence are found to be insignificant in determining brand preference. In general, dealers this segment market should provide brand that has sell with reasonable price, has to also focus on vehicles attributes, provide better maintenance, also give much more focus on advertisement connection and image of the car and emotional connection.Item Determinants of Brand Equity in Higher Education: the case of private Universities in Addis Ababa(Addis Ababa University, 2017-06-09) Mandefro, Mahlet; Mesfin, Tewodros (PhD)The primary objective of this study was to investigate determinants of CBBE in Higher Education, particularly in private Universities in Addis Ababa. The research adopted an exploratory research approach and questionnaires were administered to gather research data. Samples of 385 students from the four private universities in Addis Ababa were contacted. Out of the 385 questionnaires distributed, 360 were deemed valid. The scale constructed to measure consumer-based brand equity included brand awareness and brand image captured through Product Attributes, Service Attributes and Symbolic Attributes. The findings established that image related attributes particularly, Service Attributes and Symbolic Attributes proved to be very essential and are predictors of brand equity of Higher Education Institutions’ (HEI) particularly in the case of private Universities in Addis Ababa. On the contrary, Brand awareness attributes had no significant impact on ratings of brand equity. This study contributes to the scant literature testing the applicability of customer-based brand equity in the educational sector specifically in Ethiopia. Since private university education is of significant importance as it accounts for approximately over 25 percent of the country’s undergraduate enrollments, the study provides an insight into the Ethiopian university students’ perceptions of the different attributes of overall brand equity. The study was limited to only private universities, thus, future research should attempt to examine brand equity across many different areas of the Higher education sector in Ethiopia. Also, instead of overreliance of developed scales, there would be the need to create industry-specific scales in accordance with the specific research setting as scales developed for one empirical setting may not apply to another. Studies like this can help practitioners analyze the value of their brands as well as their competitors’, develop their marketing strategies and marketing communications plans, and in building and managing their brands more effectively. Similar studies can also be used for longitudinal brand health checks and to evaluate the effectiveness of advertising and branding campaigns and events.Item Determinants Of Buyers’ Brand Preference In The Real Estate Market A Case Study In Selected Real Estates In Addis Ababa(Addis Ababa University, 2020-06) Mehretu, Zelalem; Mesfin, Tewodros (PhD)Brand preference is defined as the sum of unique assets captured by the consumers and measured by the brand strength experienced by the consumer (Anselmsson, 2008). This study is aimed to examine the determinants of buyers’ brand preference in the real estate market in Addis Ababa. To answer the objectives of the research stated primarily, explanatory and descriptive research design were implemented. 322 apartment buyers from selected real estates participated in the survey using purposive sampling while quantitative data was collected using structured questionnaires. 88% of distributed questionnaires were collected.322 of the questionnaires were valid for analysis and it accounts 85% from the total sample size. descriptive and inferential analysis were used to analyze the collected data. Descriptive statistics finding revealed that Location, house feature, developers’ reliability and price are in agreement level with closer mean score. the independent variables location, price, house feature and developer’s reliability have the significant correlation with the dependent variable buyers’ brand preference. In this case, developers brand reliability had a higher strong relationship with buyers’ brand preference. The multiple regression finding shows all independent variables Location, house feature, developer’s reliability and price have a significant and positive effect on the brand preference of buyers. This study found out; developers brand reliability has the higher impact on buying decisions of apartments. 86% of the variance in buyers’ brand preference is explained by the independent variables jointly. At the end, the research conclusion and recommendations are given. Based on the findings of the studyItem Determinates Brand Loyalty: a Comparative Study between Commercial Bank of Ethiopia and Awash international bank(Addis Ababa University, 2017-06-28) Eshetu, Betelhem; Mesfin, Tewodros (PhD)Brand Loyalty is one of the major tools for any company to survive in a severe competition. Brand helps in creating relationship between consumer and producer. The purpose of this study was to investigate the influence of perceived value, service quality, customer satisfaction on brand loyalty of customers in a comparative study between Commercial bank of Ethiopia and Awash International bank. Perceived value, service quality and customer satisfaction were determined to be the input and intervening variables and brand loyalty was determined to be the output variable and based on this a structured questionnaire was developed. The five hypotheses were simultaneously tested on a sample of 344 customers out of 384 distributed, giving a valid response rate of 90 percent. The finding of this study shows that all of the three variables have positive and significant relationship with brand loyalty which led to the acceptance of the four hypotheses. The testing of the fifth and the final hypothesis, which set out to find any significant difference with regard to perceived value, service quality, customer satisfaction and brand loyalty between Commercial and Awash international bank; there is no significant difference in the means of service quality and brand loyalty, however there is significant difference between the means of perceived value and customer satisfaction between the two banks. This led to the partial acceptance of the fifth hypothesis. These findings are beneficial for both banks to gain brand loyal customers.Item Determinates Brand Loyalty: A Comparative Study Between Commercial Bank Of Ethiopia And Awash International Bank(Addis Ababa University, 2017-06) Eshetu, Betelhem; Mesfin, Tewodros (PhD)Brand Loyalty is one of the major tools for any company to survive in a severe competition. Brand helps in creating relationship between consumer and producer. The purpose of this study was to investigate the influence of perceived value, service quality, customer satisfaction on brand loyalty of customers in a comparative study between Commercial bank of Ethiopia and Awash International bank. Perceived value, service quality and customer satisfaction were determined to be the input and intervening variables and brand loyalty was determined to be the output variable and based on this a structured questionnaire was developed. The five hypotheses were simultaneously tested on a sample of 344 customers out of 384 distributed, giving a valid response rate of 90 percent. The finding of this study shows that all of the three variables have positive and significant relationship with brand loyalty which led to the acceptance of the four hypotheses. The testing of the fifth and the final hypothesis, which set out to find any significant difference with regard to perceived value, service quality, customer satisfaction and brand loyalty between Commercial and Awash international bank; there is no significant difference in the means of service quality and brand loyalty, however there is significant difference between the means of perceived value and customer satisfaction between the two banks. This led to the partial acceptance of the fifth hypothesis. These findings are beneficial for both banks to gain brand loyal customersItem The Effect Of Advertising On Brand Preference: The Case Of Anchor Milk(Addis Ababa University, 2017-06-12) Amtataw, Bruktawit; Mesfin, Tewodros (PhD)Measuring the impact of advertisement in consumers brand preference is very essential for every marketer. If Advertisement does not create any positive change in consumers’ brand preference; all resources such as money, time, and effort spent on advertisement will go in vain. The study aims to explore the impact of advertisement on consumers brand preference in the case of Anchor milk. It followed a deductive form of research approach and the research design was explanatory. Questionnaires were used to collect primary data by using a self-administered data collection system from 384 respondents, out of which 361 valid questionnaires were collected and analyzed. These respondents were selected by using a non probability sampling technique, which is Judgment Sampling method. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. The finding revealed that there are positive and significant relationships between media used for advertising, source factor, message factor and brand preference of Anchor milk. Eventually, this study recommends appropriate actions for companies in refining their advertising strategies as a means of overcoming the intense competition that exist in the market, therefore, they can increase their sales volume and market share.Item The Effect Of Advertising On Brand Preference: The Case Of Anchor Milk Is My Original Work(Addis Ababa University, 2017-06) Amtataw, Bruktawit; Mesfin, Tewodros (PhD)Measuring the impact of advertisement in consumers brand preference is very essential for every marketer. If Advertisement does not create any positive change in consumers’ brand preference; all resources such as money, time, and effort spent on advertisement will go in vain. The study aims to explore the impact of advertisement on consumers brand preference in the case of Anchor milk. It followed a deductive form of research approach and the research design was explanatory. Questionnaires were used to collect primary data by using a self-administered data collection system from 384 respondents, out of which 361 valid questionnaires were collected and analyzed. These respondents were selected by using a non probability sampling technique, which is Judgment Sampling method. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. The finding revealed that there are positive and significant relationships between media used for advertising, source factor, message factor and brand preference of Anchor milk. Eventually, this study recommends appropriate actions for companies in refining their advertising strategies as a means of overcoming the intense competition that exist in the market, therefore, they can increase their sales volume and market shareItem The Effect of Banking Service Quality on Customer Satisfaction The case of export customers of Enat bank s.c(Addis Ababa University, 2020-06) Agonafer, Lidya; Mesfin, Tewodros (PhD)The main objective of the research is to evaluate the effect of banking service quality on customer satisfaction in the case of export customers of Enat Bank S.C and to measure the relative importance of the six banking service quality (BSQ) dimensions towards customer satisfaction. To fulfill the target, the research used a quantitative method and a deductive approach for this thesis. Hypotheses were created with theory as a base and tested on a sample population of Enat Bank selected branches customers in Addis Ababa city. Respondents were chosen from various demographic features and the samples were drawn using purposive and simple random sampling techniques. This research generally focuses on exporters customers of Enat Bank. Bank service quality (BSQ) model of Bahia and Nantel, (2000) was used to evaluate overall level of service quality and its effect on customer satisfaction. The model had six dimensions; effectiveness and assurance, price, access, tangibles, service portfolio and reliability. By using five likert scale, a set of questionnaires were disseminated to180 respondents of Enat bank and 144 valid and complete questionnaires were coded to SPSS version 20. The data was analyzed using correlation and multiple regression analysis. The findings of the correlation analysis indicated that there is a positive and significant relationship between all BSQ dimensions and customer satisfaction. Service portfolio dimension has the highest effect on customer satisfaction. In addition, the regression result indicated that effectiveness and assurance, access, tangibles have a positive and significant effect on customer satisfaction however, price and reliability have a positive but insignificant effect on customer satisfaction.