Browsing by Author "Tefera, Belaynesh (PhD)"
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Item Analysis Of The Effect Of Service Recovery On Customer Satisfaction The Case Of Hilton Addis Ababa(Addis Ababa University, 2020-06) Sebsibe, Biruk; Tefera, Belaynesh (PhD)In the hospitality industry it is important to maintain customer satisfaction. If a service failure happens, companies need to take steps to restore their customer loyalty from service recovery. While businesses can't stop all problems and grievances, they should strive to make up. System loss and service recovery have now become a major and daunting problem for businesses. The researcher analyzed the literature in this paper and summarized the issue of failure in services. In addition, the researcher analyzed the relationship between service failure and service recovery strategy, which culminated in the verification of the corresponding concepts of the service recovery strategy and the type of service failure. Furthermore, this thesis studied the interaction between service failure and service recovery strategy, which resulted in a verification of the matching principles of the service recovery strategy and service failure type. The main objective of this research was to examine the effect of service recovery on customer satisfaction: Hilton Addis Ababa's case. The study mainly employed quantitative technique which included 260 Addis Ababa respondents. By first using Convenience Sampling, the response was selected where the respondents are selected, as they happen to be at the right place and at the right time. The questionnaire data collected was analyzed using statistical methods including mean, standard deviation, correlation, and multiple regressions. The study findings indicate that all of the three variables (distributive justice, procedural justice, and interactional justice) have a substantial positive effect on consumer satisfaction. Interactional justice refers to the highest effect on consumer satisfaction.Item Attitude of Pharmacists in Government Hospitals Towards Generic Medications in Addis Ababa, Ethiopia(Addis Ababa University, 2019-06) Tasso, Fayera; Tefera, Belaynesh (PhD)The aim of this study was to assess attitude of pharmacists towards generic medications. The study was conducted in all government hospitals pharmacies in Addis Ababa city, from April 30, 2019-May 30, 2019. Mixed (quantitative and qualitative) research approach was used; the data collection tools were self-administered questionnaire and interviews. The frequency and percentage were used for demographic data presentation. The results were analyzed using Cronbach Alpha coefficients to measure reliability of the research instrument, t-test and one-way ANOVA to test the hypothesis and the variance between groups; and Spearman.s rho to determine the correlation and relationship between two variables of interest. Regression was also used to test the relationship between attitude, subjective norms, perceived behavioral control and behavioral intention. According to this study the pharmacists. attitude (positive or negative) towards generics medicine does not depend on qualifications, years of experience and age. Regarding gender, the study found that there is a significant difference between male and female for the pharmacists. attitude (positive or negative) towards generics medicine. There was a weak positive correlation between attitude and subjective norms, which was statistically significant, rs =0.217, p =0.005. And, there was a strong positive correlation between attitude and perceived behavioral control, which was statistically significant, rs =0.524, p = 0.000. There is statistically a significant relationship between attitude and behavioral intention (positive correlation). The study concluded that attitude is one of the most important personal factors influencing both the organization and individual consumer buying behaviorItem The Effect of After-sale Services on Customer Satisfaction: The Case of BGI Ethiopia Plc(Addis Ababa University, 2020-06) Endale, Teshale; Tefera, Belaynesh (PhD)The purpose of this research was to examine the relationship and effect of after-sale service on customer satisfaction in the Ethiopian brewery industry. The research examined the effects and relationship of Independent variables (Equipment consignment and Installation, Technical Support, Draft Beer dispensing coolers cleaning and Co2 gas delivery services) with dependent variable (Customer satisfaction). To achieve this objective, descriptive research design and quantitative research approach were used to analyze the data that collected from 4740 total population through questionnaire to 355 research sample of BGI Ethiopia Draft sales customers. These respondents were selected using stratified random sampling method to distribute to draft beer sales outlets in Addis Ababa market territories. Descriptive as well as inferential research analysis has been used for the evaluating hypothesis. Based on the descriptive analysis findings, draft beer dispensing coolers cleaning service was found strongly satisfied with the overall after sales service delivered by the company. But, Co2 gas delivery service mean result was lower than other variables even though the average mean score was met. The result of this study shows that all independent variables have a positive correlation with the dependent variable. Out of four variables three of the independent variables (Equipment consignment & installation, Draft beer dispensing coolers cleaning and Co2 gas delivery services) have a positive and significant impact on customer satisfaction, and one of the independent variable (Technical support service) was found to has insignificant effect on customer satisfaction. Based on Inferential analysis findings, Co2 gas delivery service was found to be the dominant variable with the highest beta value and Technical support service was the least with its effect on customer satisfaction. Moreover, the regression result of cumulative effect of independent variables that explain customer satisfaction shows 31.1%. Based on the findings of the study, the researcher forwarded some recommendations to the commercial management of BGI Ethiopia Plc and brewery industry concerned bodies to address and closely follow-up of application of the dominant independent variables those have significant effect on customer satisfactionItem The Effect of After-Sales Service Dimensions on Customer Satisfaction and Loyalty in Case of Tagrow Business Plc(Addis Ababa University, 2021-06) Tamire, Abenezer; Tefera, Belaynesh (PhD)The aim of this study was to investigate the effect of after sale service dimensions provided by Tagrow business PLC on its customer satisfaction and loyalty. Data were collected using questionnaire from 384 questionnaire copies distributed 328 copies were completed and returned making a response percent of 88. The researcher use casual (explanatory) research method. The study considered four after sale service dimensions namely, Maintenance and Repair, Warranty, Spare parts supply and Delivery also customer satisfaction as independent variables and witnessed their impact on the response variable customer loyalty which is the dependent variable. Regression analysis coefficients and Kano model analyses were performed to measure the relationships among constructs with the help of SPSS. After thorough analysis of the collected data the present study showed that, after sale service dimensions and customer satisfaction have a significant positive relationship with customer loyaltyItem The Effect of Customer Relationship Marketing on Retention of Corporate Subscriber Customers (In the case of Media & Communication Center (MCC) Company)(Addis Ababa University, 2020-06) Kendie, Nega; Tefera, Belaynesh (PhD)The importance of practicing customer relationship marketing efforts is indispensable to attract and retain corporate customers. Similarly, customer retention is too crucial for a company to have retained corporate customers and generate greater revenues. Media & Communication Center (MCC) should have more greater retained customers than it has today as it is a pioneer and a more than two and half decade year old Print Media Company. However, because of the external and internal challenges along with competitions among the existing private print media companies are a challenging problem to retain customers. The objective of this study was to examine, understand and predict the effect of customer relationship marketing and their effects on the retention of corporate subscriber customers of the MCC, a private print media company and publisher of ―Reporter‖ and ―The Reporter‖ Newspapers. Quantitative research techniques were applied and to collect primary data structured questionnaires were also designed and distributed to the corporate subscriber customers of MCC. For data analysis, SPSS 20.0 version was used for descriptive statistics, correlation analysis, and multiple regressions analyses. Findings revealed that the predicted variable is positively and significantly resulted by the respective predictor variables. The correlation between the dependent variable and the independent variables; the central tendency of IVs; and the multiple regressions analyses results also confirmed that all the four tested constructs of relationship marketing remain as significant and positive predictors of the predicted variable, corporate subscriber customer retention. Therefore, customer relationship marketing has a positive and significant effect on retention of corporate subscriber customersItem The Effect of Event Marketing on Customer Purchase Intention In case of SMEs in Addis Ababa.(Addis Ababa University, 2019-06) Fekadu, Samson; Tefera, Belaynesh (PhD)The study aims to investigate the effect of event marketing by testing a hypothesis whether brand awareness, customer engagement, attitude toward the event and event sponsor fit having a significant effect on customer purchase intention. The study relies on collecting primary data through prepared questionnaires and secondary data like journals, research thesis,internet, annual reports and magazines from federal smal land medium enterprise were used. In total (412) questionnaires were distributed using a convenient sampling techniques to events attendees who would be reached by the researcher: Out of it 392 questionnaires were properly field and returned whereas Respondent rate was (95.14) percent. Questionnaires were analyzed using Cronbach‟s Alpha, descriptive statistics, ANOVA, correlation and regression. The result reviled all except event sponsor fit had a positive significant effect on attendees purchase intention. The major effect on attendees purchase intention was customer engagement followed by brand awareness then attitude toward event. Therefore the retailers in the event have the opportunity to create an awareness of their brand and improve their customer engagement in order to have a competitive advantage over the other competitorItem The Effect of Marketing Mix Strategy on Firm Performance: the case of Five star and Four star Hotels in Addis Ababa City(Addis Ababa University, 2020-06) Getahun, Thomas; Tefera, Belaynesh (PhD)In today’s world, global economic challenge with resource limitations is increasingly growing pressure on competitive advantage of firm. Organizations need to find strong ways to deal with this changing business environment. The success of business organizations depends greatly on many factors such as productivity, cost efficiency and successful strategic human resource management. With dynamic environment, stiff competition, and many new entrants marketing strategy turns to be an important tactical tool of improving performance. Therefore, this study is aimed to explain the effect of marketing mix strategies (product, price, place, promotion, people, physical evidence and process) on firm performance, by focusing on five and four star hotels in Addis Ababa. A conceptual framework was used as a guideline to test the relationships between marketing mix strategy and firm performance. A quantitative approach is selected in this study. To collect primary data, a questionnaire is designed and was given to the management teams of five and four star Hotels in Addis Ababa. The population of this study comprises all 29 the large hotels in Addis Ababa registered and licensed by the Ministry of Culture and Tourism. Out of 145 distributed only 108 returned complete questionnaires were used for analysis. The Statistical Package for Social Science (SPSS) version 20.00 for windows is used to process the data which is collected through questionnaire. Regression analysis was used to test the significance contribution of each independent variable to the dependent variable of firm performance. The findings show that product, price, place, promotion, people, and physical evidence have significant and positive effect on firm performance. However, process is positively but not significantly effect to firm performance in five and four star hotels in Addis Ababa. Therefore, hotels in Addis Ababa should keep using the highest contributors namely physical evidence, price, people, product and promotion marketing mix strategies in frontier. Managers should not miss out any of them as their contribution is higher for hotel performance. Even if process has positive but not significant effect on firm performance, the hotels should carefully consider enhancing their practices towards them. The synthesis of each elements should further be investigated, identified, and mended when found weak.Item The Effect of Media Advertisement on Reducing Road Traffic Accidents: The Case of Diver’s in Addis Ababa(Addis Ababa University, 2021-06) Kassaye, Deborah; Tefera, Belaynesh (PhD)Road traffic accidents are major preventable causes of disability and death in Ethiopia, this is a serious problem in the capital city of Addis Ababa, as road traffic accidents have psychological, social and economic impact on families as well as the country as a whole. This paper discusses the effect of media advertising on reducing road traffic accidents among drivers in Addis Ababa, with particular reference to social media advertisement, billboard advertisement, radio advertisement and TV advertisement .A quantitative technique was used to collect and interpret data. The target population of this study were the residents of Addis Ababa, data was collected through a convince survey with a sample size of 400. The findings suggested that to social media advertisement, billboard advertisement and radio advertisement have a positive significant relationship with reducing road traffic accident. On the other hand, TV advertisement has a positive but an insignificant relationship with reducing road traffic accident. The study recommends the utilization of social media advertisement as the main platform to transmit messages with regards to reducing road traffic accidents among drivers.Item The effect of multichannel distribution system on company performance in the case of FAFFA food Share Company(Addis Ababa University, 2020-07) Nasir, Shikuria; Tefera, Belaynesh (PhD)The purpose of the study is to examine the effect of multichannel distribution system on company performance in the case of FAFFA Food Company. The study undertakes an explanatory research design and quantitative approach with a sample of 60 respondents. For the primary and secondary Self-administered questionnaires would use to collect responses. Measurement of the relationships of the study (channel level, channel control, channel cooperation, channel conflict and company performance) is done and subjected to accurate data processing and analysis using the relevant statistical computer software packages. Findings indicated that there were significant relationships among those three variables (channel level, channel cooperation, channel control) with company performance. And there is no significance relationship between channel conflict and company performance. Results from regression analysis showed channel level and channel cooperation were significant predictors of company performance. After examining the results and reaching on conclusions, the researcher recommended that the company should focus their concentration on channel control in selection, motivation, training and evaluation of channel members and on channel level to take great care about choosing the right distributorsItem The effect of Social Media on Sales volume performance: The case of Ayat Residential real estate(Addis Ababa University, 2019-05) Wolde, Azenegash; Tefera, Belaynesh (PhD)The advent of technologies, Social media marketing become known and vital in the economy.In this research social media and its effect on sales volume of the real estate discussed. Variables such as social computer pressure, innovation management and social media marketing management were discussed and their effects were dealt. Three hundred sixty one participants were surveyed by the researcher in order to measure their activity, interest level, and motivation for processing posts by real estate professionals on Social media. Their corresponding data were analyzed for answers to four specific research questions. The researcher’s findings were suggested that the average social media user is the same as the real estate agent’s target client. The findings from this study suggested that current levels of real estate marketing via these social networking sites engage users enough to hold their sufficiency threshold. With respect of un regulated status of real estate companies, Ayat residential real estate sales has been affected by the mentioned variable of social media (IT infrastructure, Social computer pressure Innovation management and, Marketing management).Item Examining Factors Affecting Women’s Participation in Leadership Positions in the Case of Bunna Bank S.C.(Addis Ababa University, 2022-06) Kassa, Hanna; Tefera, Belaynesh (PhD)This proposition is based on the reality that there are less women leaders than male leaders, both within the nation and within the bank. Women confront multi-faceted challenges to take an interest in leadership position due to distinctive variables. This think about pointed to distinguish status of women in Bunna BankS.C., as well as to point out components ruining women from the taking part in leadership and forward a few conceivable proposals for fathoming the issues distinguished through consider. In arrange to meet these destinations, both qualitative and quantitative research methods were utilized and the quantitative information was analyzed utilizing descriptive statistics. The qualitative data were analyzed utilizing narration. The information was collected by surveys, the instruments’ unwavering quality was surveyed through the result about Cronbach’s alpha strategy and the unwavering quality co-efficient was 0.8. The information was analyzed with the assistance of a computer factual bundle for social sciences (SPSS) adaptation 23and disseminated to 216 workers of the chosen populace to investigate the current sexual orientation hones within the company and surveying the variables for underrepresentation of women in administrative position. The test was chosen by utilizing both probability and non-probability testing strategies. From the likelihood inspecting strategy to maintain a strategic distance from bias and error simple Random sampling technique were utilized. In addition, purposive testing was utilized as a procedure so as to incorporate women’s directors as a respondent to induce pertinent information about the status and variables influencing the cooperation of women in leadership position within the Bank. The major factors that affect women participation in leadership position are socio social, organizational and person variables. The most discoveries of the research are the taking after: lion's share of the women are doled out in non-clerical and clerical positions and the status of women in the Bank is very minimal it shows that there is no equal distribution of positions between men and women in key decision making and leadership positions, the promotion criteria were not strictly followed and it has been very uncertain how some employees have been promoted in the Bank. The major identified factors were the Cultural beliefs and attitude, fear of failure by women them self and lack of delegation are the most listed factors. The study concludes that the Bank does not encourage women to promote equally with men. Furthermore, no clear DelegationItem Factors Affecting Real Estate Customers Choice Of Residential Houses; Evidence From Some Selected Real Estate Companies In Ethiopia(Addis Ababa University, 2019-06) G/Meskel, Genet; Tefera, Belaynesh (PhD)The purpose of this study was to examine factors affecting real estate customer’s choice of residential houses; evidence from some selected real estate companies in Ethiopia. The researcher has studied the effect of price (price sensitivity and price information), quality (number of rooms, provision of sustainable infrastructure and quality of material) and location (nearness to a city, exposed to noise, and accessibility to public facilities) on customer choice of a house. In order to collect the data, survey questionnaire was distributed to 247 dwellers who have actually bought and currently living in the houses of either of the three real estates; Ayat, Flintstone and Noah. The researcher has found that customers mainly considered price sensitivity, provision of infrastructure, quality of material, exposed to noise, and accessibility to public facilities as a major factor on their house choice. The collected data was analyzed using descriptive data analysis method. Based on the findings, the researcher recommended the management team of the three real estate companies to give special attention only for those variables that have major impact on customer choice. The result of the data analysis contributes to the body of knowledge in the area by demonstrating that how user perceptions about the variables (price, quality, and location) have affected their final decision. Although the study has its own limitations, the implications of the results allow providing practical recommendations to the real estate industry, and directions for further work.Item Factors Affecting The Adoption Of Electronic Marketing On Ethiopian Supermarkets Case Study Of Selected Supermarkets In Addis Ababa(Addis Ababa University, 2019-06) Bazezew, Tesfahun; Tefera, Belaynesh (PhD)In a knowledge society, organisations need to develop competitive advantages through the effective utilization of electronic marketing in order to succeed in markets. The purpose of this study was to investigate factors affecting e-marketing adoption on Ethiopian supermarkets. Data were collected from 107 Ethiopian supermarkets and the data was collected through a cross-sectional survey design as it is instrumental in collecting data from a population of interest at one point in time. Variables were tested for their relationship with e-marketing adoption using correlation and regression analysis by applying statistical package for social sciences (SPSS). The findings of the study indicate that the proposed model explains 86.4 per cent of the variance of e-marketing adoption. It was found that competitive pressure, adoption cost and IT infrastructure are the most influencing factors of e-marketing adoption. Among them, competitive pressure was proved to be the most significant factor. On the other hand, Owners or managers IT knowledge and governmental support influence but not as strongly as the other three attributes. From these, adoption cost is an inhibitor of the adoption of e-marketing. Therefore, it is recommended that managers, particularly owners of the supermarkets, should be convinced that e-marketing adoption is necessary to maintain and achieve competitive advantage while non-adoption of an e-marketing innovation that is adopted by others in such an environment may result in competitive disadvantage since competitive pressure was proved to be the most significant factors of e-marketing adoption. The researcher further suggested that future research could be conducted with longitudinal data and on a wider scale on all supermarkets in the country cutting across all the counties by collecting data from customers, users of the e-commerce platforms and various other stakeholdersItem Factors Influencing the Export Marketing Performance The Case of Ethiopian Exporters(Addis Ababa University, 2020-10) Solomon, Negussu; Tefera, Belaynesh (PhD)The general objective of this research is to examine factors that influence the export marketing performance of export Companies in Ethiopia, 2020. This study was conducted at the export companies operating in the Ethiopian, 2020. The cross-sectional design with a quantitative approach was used and the data were collected using the field survey method at one point in time for two months. In this study, 172 managers/owners were included during data analysis, and frequency distribution of the respondents’ and firms’ profile, Export market performance variable result was explored and presented using tables and a figure. Logistic regression was used at 95% CI to identify the degree of the positive influences and the associations existed between the outcome and covariates & those variables with P-value < 0.05 were reported and considered as statistically significant. A total of 172 respondents were interviewed and of those 134(77.90%) were males. The response rate was recorded to be 77.83%. The overall Export Marketing Performance (EMP) accounted for 105 (61%) [54.1% - 68.6%]. Six independent variables were used for logistic regression analysis. These variables were “CEP, EMSC, PUEMS, FMC, MO, and EO”. However, the result revealed that all of these independent variables were found to have no positive influence and have no significant association with the Export Marketing Performance and all the P-values were found to be >0.05. The level of the overall export marketing performance of export Companies in Ethiopia reveals a considerable higher finding. However, there was no positive influence and no significant associations were found between export marketing performance and independent variables. Therefore, further studies should be conducted by including more and other additional factor variables that haven’t been addressed in this study.Item Impacts Of Marketing Mix Strategy On Organizational Profitability In The Case Of Automobile Dealers In Addis Ababa City(Addis Ababa University, 2019-06) Abayneh, Zekarias; Tefera, Belaynesh (PhD)The general objective of this study was to investigate the impact of marketing mix strategy on organization profitability in the case of automobile dealers in Addis Ababa city. The focus of the study was on those automobile dealers located in Addis Ababa city which have registered and gained a license from ministry of trade and industry. To achieve the objective of this study, data was collected through questionnaires from a population of 50 dealers. Census survey was employed in the study with Statistical Package for Social Science (SPSS) version 20.00 used in the analysis. The data collected from the questionnaire were analyzed using Statistical tools such as mean, standard deviation, correlation, and multiple regression analysis. The results of this study indicate that, all the 4Ps marketing mix elements (product, price, promotion and place) have positive relationship with organizational profitability. The finding of this study also indicates that place and price have a strong positive relation and significant effect on profitability. Place has the strong indicator of profitability followed by price. On the contrary, product and promotion have positive but insignificant effect on profitability. Furthermore, the 4Ps marketing mix elements (product, price, promotion and place) significantly explain 85.3% of the variations in the organizational profitability. The outcome of study will enhance the implementation of proper marketing mix strategy in the increase of profitability and to cope up the competitive business. In general, to ensure the profitability of the organization, it has to asses regularly the marketing strategy related to the 4Ps.Item The Influence of Favorable Disposition toward Events on Customers Purchase Behavior The Case of Arki Mineral Water Industry PLC(Addis Ababa University, 2019-06) Kemal, Mukerem; Tefera, Belaynesh (PhD)The objective of this research paper is to provide a better understanding of how event marketing is implemented and to test the influence of favorable disposition toward events on customer purchase behavior. In order to answer the questions non-probability sampling specifically purposive sampling technique was used. Both quantitative and qualitative methods were used. But it was more qualitative nature. Closed ended questions distributed to 384 customers and open ended question to the marketing manager and personnel‘s of the company. The closed ended question aimed to test the influence of favorable disposition toward events on customer purchase behavior while the open ended questions aimed to answer about objective, selection, evaluation and advantages and disadvantages of event marketing. The results revealed that favorable disposition toward events have positive and significant relationship on customer purchase behavior since it allows customers to have an experience and creates impulses to act and with regards to the objectives of using event marketing strengthening the existing image, identifying the company and brand/ product with the target audience and achieving media coverage are very important. When it comes to selection of events, companies use different criteria to select a specific event. The advantage of using event marketing is offering interaction which results in generating awareness and influencing image. The major disadvantage was lack of standardized solution and the difficulty to measure the effectiveness. Based on the findings the major recommendations were, the company should have clear objectives, use event marketing with other promotional tools, should develop their own methods to measure the effectiveness of the events and the company should create unique and entertaining events so that the customers have favorable disposition and positive experience which increases their purchase behavior.Item The Influence Of Internal Marketing On External Service Quality A Case Of Nyala Insurance S.C(Addis Ababa University, 2020-06) Tiruneh, Fekadu; Tefera, Belaynesh (PhD)The objective of this study is to investigate the influence of internal marketing on external service quality in Nyala Insurance Company (NISCO). Eventhough the growing importance of people in service sectors are supported in main literatures there are still problems where traditional approaches of managing business that dully focus on external customers’ satisfaction is still a believes of many firms. The population of interest in this study was professional frontline staffs of NISCO. One hundred sixteen questionnaires were distributed and 108 questionnaires were returned, yielding a response rate of 93.1%. The regression analysis shows that Internal communication, Employees’ training, and Empowerment are significant to explain the variation in external service quality. The findings reveal that there is significant influecne of internal marketing dimention: Internal communication, Training, and empowerment; on external service quality except for one dimention only i.e. reward/performance incentive which has insignificant influence. It is recommended that there is need for NISCO to sensitized of their role in spearheading internal marketing initiatives, for a more proactive approach and for effective implementation of internal marketing strategies. The study will be of value to future scholars by stimulating further research to develop a better understanding of internal marketing best practices applied in Ethiopian insurance industryItem The Influence of Service Quality on Customer Satisfaction: Case Study on Akaki Kality Sub City Small Tax Payers’ Branch Office(Addis Ababa University, 2021-07) Assefa, Abel; Tefera, Belaynesh (PhD)The purpose of this study was to measure the influence of service quality on customer satisfaction in relation to Akaki kality sub city small tax payers’ branch office. The study has used the SERVPERF model of service quality with the application of the five service quality dimensions. This five dimensions of service quality which were developed by Parasuraman namely tangibles, reliability, responsiveness, assurance, and empathy where used to measure the level of customers satisfaction in Akaki kality sub city small tax payers’ branch office. The study used quantitative approach and done different correlation and regression analysis tools. This research is both descriptive and explanatory type research. Both primary and secondary methods of data collection are applied and questioner is used as a source of secondary data. A quantitative research approach of the data collection used and 384 questionnaires were distributed and 332 completed usable questionnaires for response rate of 85% returned. Both descriptive and inferential statistics have been used to find mean score and to test hypothesis and to investigate research problem, objectives and questions. The findings of the regression analysis indicate that Responsiveness, Assurance and Empathy have the largest impact on customer satisfaction qualities that have a strong and positive significant impact on customer satisfaction. Accordingly, Akaki kality sub city small tax payers’ branch office needs to give more emphasis and due attention to tangibility and reliability dimensions of service quality to improve the level of customer satisfactionItem Measuring Brand Equity of Paints in Addis Ababa (the Case of Nefas Silk and DIL Paints)(Addis Ababa University, 2019-06) Beyene, Mahedere; Tefera, Belaynesh (PhD)The growth in construction of commercial and residential buildings resulted for the growth of paint companies in Ethiopia market. Paint market in the major cities of the country has become increasingly competitive, thus indicating the need to build strong brand to increase the loyalty of their customers and increase company’s market share. Therefore this study aimed to verify the determinants of brand equity of paint products based on consumers’ perception of paint market. The study is based on Aaker brand equity model Aaker (1996), which comprise the four brand equity constructs, such as: brand awareness, perceived quality, brand loyalty and brand association. A multistage sampling technique was used to determine the sample size of the respondents. A self administered questionnaire was distributed to 140 respondents from which 132 were obtained to be valid with a response rate of 94 percent. Reliability test was performed to check the reliability of data. All items were found to have a Cronbach’s alpha value greater that 0.7 and the entire scale value of alpha was found to be 0.854 indicating the data was reliable for further analysis. Correlation test was conducted to find out relationships among four components of brand equity. The result of the analysis indicated all dimensions of paint brand equity were positively related and significant at (p=0.000). The findings of multiple regression analysis also indicated that all the dimensions had positive significant effect on customer value of Nefas Silk and DIL paints. The strong dominant factors was brand loyalty (0.276) followed by perceived quality (0.226) and brand association (0.200). This study forward an implications to researchers to consider industry specific scale items that can measure adequately brand equity and to managers to focus on marketing strategies that leads to higher brand loyalty and perceived quality of Nefas Silk and DIL paint brand equityItem The Role of Public Relation in Creating Brand Awareness: In the Case of Malta Guinness Ethiopia(Addis Ababa University, 2021-08) Tigistu, Blen; Tefera, Belaynesh (PhD)This research aims to examine the role of public relations in creating brand awareness and indicate the effective public relation (PR) tools. According to Kotler et al. (2005), public relations defined as: building good relations with the company is various publics by obtaining favorable publicity, building up a good ‘corporate image’, and handling or heading off unfavorable rumors, stories and events. Major PR tools include press relations, product publicity, corporate communications, lobbying and counseling. Public relations activities go a long way in making incomprehensible notoriety for the organization the studies employed qualitative approach. Primary and secondary data related for the study was conducted through structured questionnaire interview. The target population for the study was 350 the total employees of the company and 100 customers of the brand. The study sample was a total of 225; 100 customer and 125 employee respondents’ encompassing from direct PR department and other related department such as marketing, brand and sales. Purposive sampling technique were used to select the research sites and respondents. Out of the distributed 225 questionaries 157 of completed and returned thus, this makes the response percentage 72%. Mixed method of research approach is used to conduct this particular study. The rationale that researcher selected both qualitative and quantitative method approach was that the method allowed a researcher to collects and analyses data, integrates the findings and draws inferences using both qualitative and quantitative approaches or methods in a single study. Tashakkori and Creswell, (2007) Constructed on the research problem and stated objectives, descriptive survey design was employed. To be conducting this research both qualitative and quantitative data have been used, assuming that it helps to gather a large variety of data related to the problem under consideration. In this research questionnaires are coded and checked for consistency to analyze the customer’s response by using Statistical Package for Social Science (SPSS) version 20 and the research method of data analysis with the help of quantitative and qualitative methods of statically tools the sequential explanatory strategy (Creswell, 2008) have been used. The results of linear regressions exposed that public relation has a positive and significant effect on brand awareness with a standardized coefficient beta value (0.16), at 95% confidence level. Besides, the findings of the research show that Malta Gunnies Ethiopia public relation activities moderately takes place with required PR principles, standards and ethics but the company needs to consider improvements on the profession. Respects to PR exercises the major activity of public relations mostly played by the organization marketing and PR department is event and social media management. In general, the result shows that PR play a role of strategic messaging, communication facilitation, anticipating public’s opinion and problem solving respectively to the non-alcoholic drink brand Malta Gunnies Ethiopia. The brand awareness of Malta Gunnies has built by public relation somehow specially in recent years