Browsing by Author "Zewdie, Shimelis (PhD)"

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    Assessment of the Level of Relationship among Service Quality, Customer Satisfaction and Customer Loyalty: The Case of Paulos Hospital
    (Addis Ababa University, 2014-06) Gebregiorgis, Tesfaye; Zewdie, Shimelis (PhD)
    Purpose- to assess the extent of association between each of the service quality dimensions with satisfaction and loyalty as well as among loyalty, service quality and satisfaction. To assessed the level of change on satisfaction and loyalty per unit change of each dimensions of service quality, and to assess the level of change on loyalty per unit change of service quality and satisfaction. Methodology/approach_ this report was done from empirical evidence drawn from descriptive and explanatory study. Primary and secondary data were collected randomly from 384 samples through questionnaire and analyzed through SPSS 16.0 statistical packages. Findings: Empathy, tangibility, assurance and reliability were positively and significantly but responsiveness was positively and non-significantly associated with satisfaction. Assurance responsiveness and reliability were positively and significantly but, tangibility and empathy were positively and non-significantly associated with loyalty. Loyalty was positively and significantly associated with both service quality and satisfaction in the health care service of Paulo’s. A unit amount of change on assurance, empathy, tangibility, reliability and responsiveness brought a change of 0.639, 0.319, 0.240, 0.122 and 0.051 on satisfaction respectively, of which assurance was the largest and responsiveness was the smallest and 98.40% of satisfaction was explained jointly by these dimensions significantly. A unit amount of change on assurance, tangibility, empathy, responsiveness and reliability brought a change of 0.576, 0.413, 0.267, 0.164, and 0.01 on loyalty respectively, of which assurance was the largest and reliability was the smallest and 98.20% of loyalty was explained jointly by these dimensions significantly. In both satisfaction and loyalty assurance was the largest predictor. A unit amount of change on satisfaction and service quality brought a change of 0.801 and 0.196 on the loyalty respectively and 98.80% of loyalty was explained jointly by service quality and satisfaction significantly. Practical implications_ Paulo’s hospital’s corporate strategies should emphasize and allocate better resources to improve service quality dimensions that have most impact on service quality and patients’ satisfaction thereby to achieve high overall medical health care services. These findings also used as bases for academic researchers in the contexts of health care in Ethiopia. Originality: The researcher declared that this research was his original work
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    The Impact of Marketing Strategy on a Firm’s Performance Opinion Survey on Employees of Dashen Bank S.C.
    (Addis Ababa University, 2015-05) Samuel, Lidia; Zewdie, Shimelis (PhD)
    The purpose of this study is to: (a) examine the impact of marketing strategies (Service Marketing Mix) on the financial performance of Dashen Bank and b) identify the most influential elements of the Marketing Mix on Financial performance. Both quantitative and qualitative methods were adopted in this study. Quantitative data are collected using a structured questionnaire which has been developed and distributed to a sample of 234 managerial employees in Dashen Bank. With a response rate of 90.2%, 211 questionnaires have been returned and were valid for data analysis. The quantitative data have been analyzed using descriptive and inferential analysis (i.e. correlation analysis and multiple regression analysis). While qualitative data is collected through conducting a semi-structured interview with members of Top Management and Managers involved in marketing activities of the Bank. Moreover, secondary data analysis was done to assess the financial position of Dashen Bank among peer banks. The correlation analysis revealed that price (r=0.546, p<0.01) and people (r=0.495, p<0.01) have a strong, positive and significant relation with financial performance while the rest have moderate but significant relation with financial performance. The empirical findings of the multiple regression indicated that only five of the predictor variables Price (β = 0.225; P<.05); Promotion (β = 0.181; P<.05); Place (β = 0.191; P<.05); People (β = 0.184; P<.05) and Physical evidence (β = 0.121; P<.05) have a positive and significant influence on the Banks’ Financial Performance. The results also revealed that these independent variables are significant joint predictors of financial performance (F (7, 203) = 30.954; Adj. R2 = 0.500; P< .05). The independent variables jointly explained 50.0% of variance in financial performance. The findings also indicate that the strongest predictors of the 7Ps model on financial performance are price, place, people and promotion, respectively. The research model in this study is tested in the Ethiopian service organization’s context, particularly in Dashen Bank, which may limit the generalizability to other service industries and other Countries without further examination. Finally, recommendations are made for the Bank based on the findings of the study
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    The Role of Advertising and Pricing in Building Brand Equity for New Brands: The Case of Walia Beer in Addis Ababa
    (Addis Ababa University, 2015-05) Feleke, Kassahun; Zewdie, Shimelis (PhD)
    This study was carried out with the intention of examining the role advertising and pricing play in building brand equity. The study focuses on a new beer brand; Walia and attempts to find out the impact of these two selected marketing mix elements on brand awareness, perceived quality, brand association, and brand loyalty dimensions of the beer brand which intern affects its overall brand equity. For this study, accessible population of 325 beer consumers who have tried Walia beer at least ones was conveniently selected. A structured questionnaire was used to collect data form respondents by using a self-administered data collection system. Data analysis mainly took place in AMOS 20.0 and SPSS 21.0 through Structural Equation Modeling (SEM) to test hypothesized causal relationships. The study found out that consumers’ perception of advertising spend by brands affects brand equity through the four brand equity dimensions. On the other hand, consumers Price perception was found to have no significant effect on both perceived quality and brand equity
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    The Role of Internal Marketing on Customer Satisfaction: The Case of Ethiopian Airline Enterprise
    (Addis Ababa University, 2014-06) Dhaba, Yomiyu; Zewdie, Shimelis (PhD)
    This study investigates the situation of customer-employee interaction during service encounters, and to see whether there is an acceptable relationship between IM programs of the firm which aims at enabling employees by applying marketing like tools that the firm normally used for the external market and customer satisfaction which is the outcome of customers’ evaluation of the service quality which could be the basis for their future patronage decision. Even though 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 study targets 200 samples of customers based on their convenience and easiness to determine their satisfaction from the service they received and selected 344 customer contact employees randomly to obtain their evaluation of the enterprises’ IM practice. Employees’ empathy, responsiveness, tangibility dimension, assurance and reliability of the service were found significant in affecting customers’ satisfaction. The descriptive analysis of the finding dictates that there is lack of adequate employee training, employee empowerment, and employee motivation which result to customer dissatisfaction. From the study finding, the Pearson correlation coefficient of internal marketing variables shows that there is a strong positive correlation between IM variables and customer satisfaction. Therefore, it is advisable for ET to take the necessary measures regarding employees’ commitment; revising the existing employee motivation system to reflect all employees requirement; there should be open and welcoming management to assist employees in their difficulties; internal communication should be there to keep employees up-to-date and informed about new events