Browsing by Author "Yosef Taye"

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    Assessing the Effect of Communication Management on Customer Engagement: The Case of Start-up Travel Groups in Addis Ababa
    (Addis Abeba Universty, 2026-10) Yosef Taye; Teklegiorgis Assefa (PhD)
    While customer management across different business firms and projects across the nation is highly effective especially on small start-ups travel organizing groups, this research come up with the explanation of the relationship between managing communication and customer engagement. However researches on the effect of communication management on customer engagement are limited. The primary and main objective of this study was to explain how communication management affects customer engagement in small start-up travel organizing companies in Addis Ababa, Ethiopia. Data were collected from respondents who are involved in at least on trip which is organized by those small start-ups using electronic questionnaire, 81 respondents participated in the survey. Then the data were analysed using Google spreadsheet and Statistical Software Package for Social Science (SPSS), the analysis includes both descriptive and inferential statistical analysis. The analysis revealed that Pearson’s Correlation test showed that component of communication management has a positive association with customer engagement and the regression analysis showed the five assumption of regression analysis are fulfilled and the proposed conceptual model fit with adjusted R square value is 0.409. The findings suggest that communication management plays vital role to improve customer engagement. Therefore companies who are involved in organizing tour and travel should put their eyes on their communication management to perform well in the business and project arena they are in