Browsing by Author "Taye, Essayas"

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    Factors Affecting E-Marketing Practice: The Ethiopian Airlines E-Ticketing Perspective
    (Addis Ababa University, 2010-06) Taye, Essayas; Negi, Rakshit (PhD)
    The pllrpose oJthis study was prill/ari~y to analyze the Jactors afJecting e-II/arketing practice (It Ethiopian Airlines (EAL) in e-ticketing per.\}Jective. With the advent of new internet and related technoloxies. new business opportunities have been created for business .firms entailing new ways to conduct business. ThereJore, by believing that e-ticketing contributes to the cOlI/petitiveness olEAL in the globalization era, while providing ease to the passengers to obt(lin their tickets online, the study was designed to assess the contriblilion oj e-ticketing to the success oj EAL. To this end. descriptive survey II/ethod was ell/played. Questionnaires and sell/istructured interview.I' were all/ong the data collection tools. The SOllrces ol data include, 2011 passenger,l' were contacted to obtain their experience.I' and factors aDecting buying e-ticke/.I'. Additionallv, 3 personnellstaff (~lthe EAL FOII/ II/arketing departll/ent were interviewed. .fudgll/ental sOli/piing technique was employed to select the EA L flight routes and convenience sOIIIJJ/ing lechniqlles were used 10 select the passenger re,~pondenls, whereas purposive sampling W(lS ell/played to select the personnel of the EAL. The collected dota lVere analyzed using percentage. II/ean-scores, standard deviation, correlation and regression analyses. The II/ajor .findings include: Only 19.5% of the respondent passengers gained benefits ./i·oll/ using the cOlI/pany's website; Jactors affecting e-tickeling practice at EAL ./i·01l/ the highest to lowest: Security, Trllst, Perceived U\'ejttlness, Irifrastructure, Ease oj UI'e and Behavioral Control; respondent passengers perceived that the inji-astructllrefacilities oJlhe EAL were inadequate./or practicing e-ticketing; 1I10st of the domestic cUstomer,l' didn't lise e-ticketing at the EAL; and ./inally, the II/ost ill/portant benefits o.lpracticing e-ticketing system were identified asf/exibilit)' in usage, Faud and the./i prevel1lion. cost-savingFom paper ticket stock and easier processing 1If' finanCial data, Based on these .findings , conclusions were drawn and sOllie jeasihle recoJllmendations are forwarded. Keywords: e-Marketing, e-Ticketing, Ethiopian Airlines, Service Marketing.