Marketing Management

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Assessment of Effectiveness Integrated Marketing Communications to Attract International Tourists the Case of Addis Ababa
(Addis Ababa University, 2014-01) Redaei, Girmay; Tesfaye, Birara (PhD)
This dissertation researches on effective promotion mix to attract international travellers to Addis Ababa Tourism resources through the Performance of Ethiopian Ministry of Culture and Tourism, Addis Ababa Tourism Bureau, and the Tour and Travel Operators. The purpose of the study was to ascertain whether the mix of the promotion elements have been applied effectively on Addis Ababa tourism performance. This involves critically looking at the following objectives; To determine the pivotal role of the city tourism authority and its stakeholders in applying the mix of promotion communication efforts; and To investigate the effectiveness and up datedness, reliability and consistency of the message being communicated to international tourists. The research used exploratory and analytical research design. The main sources of primary data in the study included Ministry of Culture and Tourism, Ethiopian Tourism Organization, Addis Ababa Tourism bureau, Addis Ababa City Administration and the Tour and Travel operators along with managers, supervisor and experts’ a sample of 62 questionnaires on convenience base and group-Discussion of 5 members was interviewed. Questionnaires and interviews were used to collect data which was then coded and analysed using the Statistical Package for Social Scientists (SPSS). Among the findings it was revealed that the integrated mixes of the modern and traditional promotional elements are important means of communication with international tourists. Though they are not yet effectively combined to use them due to limited tourism product development, high package price for the existing product, poor promotional strategy and program, lack of attention and knowledge on tourism marketing and promotion strategy and limited integration of stakeholders to alleviate promotion of the city destination instead of individual effort.
Measuring Consumer-based Brand Equity in the Carbonated Soft Drink sector: A Case of Coca-cola
(Addis Ababa University, 2014-05) Mesfin, Wongelawit; Asfaw, Bizuneh (PhD)
Consumer based brand equity plays a vital role in contemporary marketing. Firms with high brand equity have the privilege of having higher consumer preferences, high stock returns, greater loyalty, less vulnerability to competitive marketing actions, less vulnerability to marketing crises and larger margins. This research study aimed to explore the most influential factors that are behind the brand equity of Coca-Cola in Ethiopia. The most common and widely used conceptual framework of Aaker was used. The model consists of five dimensions of brand equity namely perceived quality, brand awareness, brand association, brand loyalty and other proprietary brand assets such as patents, trademarks, and channel relationships. Among these dimensions, the first four represent customers’ evaluations and reactions to the brand that can be readily understood by consumers and hence they have been widely adopted to measure customer-based brand equity. Even if the constructs of the dimensions have been empirically tested by other researchers, a pilot test was conducted with 40 respondents. A total of 22 items were kept for the final analysis after the failure of one construct due to low item total reliability. Out of the total of 490 questionnaires that were distributed, 470 were considered valid and retained for the analysis. Besides the questionnaire, an interview was conducted with the brand manager of Coca-cola. The analysis was performed using frequency, cross tabulation, mean and standard deviation. The model general fit revealed that the structural model was up to the standard requirement with results of X/df = 2.31 (P<0.000), GFI (Goodness of fit index) = .945, AGFI (Adjusted goodness of fit index) = .921, CFI (comparative fit index) = .971, RMR (Root mean square residual) = 0.38 and RMSEA (Residual mean square error of approximation) = 0.053. Structural equation modeling was employed to evaluate the hypothesized relationships between brand equity and its four dimensions. Perceived quality, brand awareness, brand association and brand loyalty were considered as exogenous variables and intended to be intercorrelated. Overall brand equity was taken as endogenous variable. It was found that all the dimensions have positive intercorrelation between them. Moreover, brand association and brand loyalty are the influential factors of brand equity. Perceived quality and brand awareness are negatively related to brand equity
Internal Marketing and Customer Service Quality the Case of Ethiopian Airlines
(Addis Ababa University, 2014-05) Gulelat, Sara; Tesfaye, Teklay (Assistant Professor)
Even though the growing importance of people in service sectors are supported in many literatures there are still problems where traditional approaches of managing business that mainly focus on external customer' this paper tries to find out the different element of internal marketing tools and their relationship with customer service quality. two groups were examined with two different instruments. The study targets 65 samples of customers based on their convenience and easiness to determine customer service quality they receive from Ethiopian Airlines and select 125 front-line staffs randomly to obtain there evaluation of the airline internal marketing practice .In general the result shows from the five element of internal marketing element the two exists while the other three does not. in addition correlation analysis shows that all variables of internal marketing have a significant association with customer service quality. Even if there is a strong positive correlation between IM variables and customer service quality, the regression analysis shows that only Employee training and employee pay and benefits are significant to explain the variation in customers service quality. Therefore, it is advisable for the company to take the necessary measures regarding employees’ pay and benefits to go ahead with its extensive training program and to check up on the remaining less significant internal marketing elements
Determinants of Beer Brand Preference: The Case of Addis Ababa Beer Market
(Addis Ababa University, 2014-05) Hailesilassie, Kassahun; Ejigu, Abebe (PhD)
In recent years the competitiveness in Ethiopian beer industry has enormously increased specially after the privatization of government breweries to international well recognized breweries. Despite of room for growth and additional breweries are underway to join the industry, currently breweries are spending a large sum of money to attract consumers in using their brand. Understanding brand preference contributes in building strong brands and building long term relationship with consumers. This study analyzes the determinants of beer brand preference. Different literatures have been used in discussing the concept and to identify major factors that affect consumer brand preference. Consumer perceptions of sought benefits: emotional value, perceived quality, price, social benefits and situational variations are found to be important variables that determine brand preference. Questionnaires were distributed to sample respondents using multiple stage cluster sampling and Arada, Kirkos and N/Laft sub-cities were selected using random sampling. From each sub-city sample respondents are taken and results were put through different methods of data analysis. Descriptive statistics, factor analysis and multiple regressions were used in this study. Based on the analysis most consumers prefer St. George beer followed by Dashen and Bedele Special. It also found out that preference for beer brand does not vary with demographic. Preference and determinants of preference are consistent over different demographic groups. Emotional variation, perceived quality and situational variations are found out to be significant determinants of beer brand preference while price and normative influence are found to be insignificant in determining brand preference. Breweries should focus on distinctively positioning their brand from other breweries, able to identify its brand with different event and social groups and segment their market on behavioral segmentation methods rather than demographics.
The Strategic Roles of Social Media Marketing to Build a Strong Brand Equity (The Case of Selected Companies in Ethiopia)
(Addis Ababa University, 2014-05) Dagnew, Dawit; Berhanu, Mehret (Assistant Professor)
A great interest in the Social Media has emerged along with the rise of online social media during the past few years. Marketing practitioners were the first ones attempting to define and understand the potential roles of Social media marketing for brand. However, due to a lack of scholarly interest and empirical support, the role of social media has remained rather vague and its presupposed capability to use social media for marketing purpose is still uncertain. The aim of this study is to bridge this gap by empirical analysis and identify the roles of Social Media Marketing on strong brand equity from an Ethiopian business organizations context. Among branding concepts, brand equity is always considered as one of the most significant concept in both practical and academic environment. Drawing on the overview of academic literature and the results of both quantitative online survey and qualitative observation the paper delivers a thorough investigation of the concept and offers empirical evidence of its role and the relationship with brand equity ultimate brand equity performance. The most important findings of this study suggest that social media marketing has strategic role and social media marketing and brand equity are related. Thus, this paper is an important contribution to in the field of social media marketing in the context of Ethiopia which still remains mostly conceptual or qualitative, and provides useful insights and recommendations for marketing practitioners
Customers’ Evaluation of Service Quality in Ethiopian Private Banking Sector
(Addis Ababa University, 2014-05) WoldGerima, Mesfin; Takele, Yitbarek (PhD)
The study focused on the perception of service quality in Ethiopian private banking sector. And the effect that quality perception has on satisfaction and loyalty behavior of customers. In the research a bank tailored service quality model was used to evaluate the level of service quality from the perspective of customers i.e. The Banking Service Quality (BSQ) scales. The model had six factor; Assurance and effectiveness, access, price, tangibles, service portfolio and reliability. Instrument based on the model was developed and further refined through a pilot study. Three representative banking organizations were conveniently selected in inclusive criterions to better account for the heterogeneity in the sector. Based on the criterion, Awash International Bank, Wegagen Bank and Abay bank were involved in the research. And 240 BSQ questionnaires were distributed to high grade branches in the respective banks. Among these 161 of them were deemed appropriate for statistical analysis. The reliability of the instrument was tested for and subsequently descriptive and parametric inferential statistics were conducted on the primary data to address the research questions and test relevant hypothesis. One-sample t-test on the means of the dimensions and items indicated the mean value is significantly different (greater than) from the average point of the scale (six-point Likert-scale) for all the BSQ dimensions’. This finding has showed customers of private banks have relatively good assessment service quality dimension. And Pearson correlation of between the BSQ dimension, overall service quality, customer satisfaction and customer loyalty has indicated the high level of association between the constructs. Finally, multiple regressions were conducted to define the causal relationship and importance of the Banking Service Quality (BSQ) dimensions in predicting and explaining the outcome variables of overall service quality, customer satisfaction and customer loyalty. Accordingly, the important service quality dimension in predicting customer satisfaction and loyalty were found out to be assurance and effectiveness, reliability and tangibles.
Government Employees Attitude toward Domestic and Foreign Leather Foot Wears: The Role of Country of Origin and Ethnocentrism
(Addis Ababa University, 2014-05) Alemayehu, Tesfaye; Takele, Yitbarek (PhD)
As globalization proceeds and the world economy are changing, it is recognized that assessing consumers’ attitudes towards domestic and foreign products is of a great necessity. The purpose of this dissertation was to study whether or not government employees’ attitudes toward purchasing domestic versus Chinese made leather footwear differ among Government employees in Addis Ababa. Variables investigated include leather footwear attributes and demographic characteristics. Also, the effects of country of origin and consumer ethnocentrism were examined. Multistage stage sampling and survey questionnaire was employed to collect the primary data in Addis Ababa, the capital city of Ethiopia. A total of 343 Government employees completed and returned useable questionnaires. The findings showed that government employees’ attitudes toward domestic versus Chinese made footwear differed not significantly. Interestingly, relative to other footwear attributes, country of origin was generally of low importance in Government employees’ decision-making. For consumer ethnocentrism, the results indicated that government employees’ had lower ethnocentric tendencies and there was a positive correlation between Government employees’ ethnocentrism and attitude towards domestic footwear and there was negative correlation between consumer ethnocentrism and attitude towards Chinese made leather footwear. Furthermore, demographic variables did not show effects on consumer ethnocentrism
Promotional Activities and Customer Based Brand Equity: An Empirical Study in the Ethiopian Beer Market
(Addis Ababa University, 2014-05) Kassahun, Haleb; Mebrahtu, Kahsu (Assistant Professor)
Powerful promotion activities are among the key equipment or tools in building brand equity in organizations. However, the main challenge is, knowing different effect of these promotion activities on one‘s brand equity to select the right mix. The purpose of this research was to study the relationship between promotional activities and brand equity through mediation effect of brand equity dimensions using Ethiopian beer market. The structural model of the effects of promotional mix elements on brand equity defined in line with the existing theoretical findings. In order to test the defined structural model and research hypotheses survey conducted on the sample which has been selected from target population of Addis Ababa beer customers through convenience and random sampling method. Data collected using structured questioners and then data analysis performed using structural equation model in Amos 20.0 and SPSS 20. The finding showed that most of promotion activities are not currently contributing to the brand equity however, among them billboard ads, TV ads and WOM has been more or less effective.
Assessment of Brand Preference of International Vs Local Mobile Phone Brands The Case of Addis Ababa University School of Commerce Students
(Addis Ababa University, 2014-05) Asaminew, Amdemichael; Berhanu, Mehret (Assistant Professor)
The Influence of Service Quality and Passenger Satisfaction on Behavioral Intention (The Case of Ethiopian Airlines)
(Addis Ababa University, 2014-05) Gudeta, Aklilu; Denu, Berhanu (PhD)
The purpose of this paper is to explore the relationship among perceived service quality, passenger satisfaction and behavioral intention through a case analysis of Ethiopian Airlines. A structured questionnaire was developed. The hypotheses were simultaneously tested on a sample of 304 customers out of 385 distributed, giving a valid response rate of 79 percent. Several analytical techniques were used to assess the relationships among the variables under investigation such as paired sample t-test, simple, and multiple linear regressions, structural equation modeling and importance performance analysis. Hierarchical regression was used to assess the mediating role of passenger satisfaction on the relationship between perceived service quality and behavioral intention. The applications used to analyze and examine the hypotheses are the Statistical Package for Social Sciences V.21 and Analysis of Moment Structures V.21. The findings of this study have shown a significant effect of perceived service quality and passenger satisfaction on passengers’ behavioral intentions at the level of (α ≤ 0.05) as well as a significant effect of perceived service quality on passengers’ satisfaction at the level of (α ≤ 0.05). The mean scores of passengers’ perceived service quality of Ethiopian airlines for all the nine dimensions range from 3.16 to 3.97 indicating that passengers feel that quality of service being offered by Ethiopian airlines is more than average. Yet, the result of gap analysis shows that there is still a significant negative difference between perceived service quality and passengers’ expectation. The IPA, a two-dimensional grid, is broken into four categories to highlight important areas for improvement to enable each of the perceived service quality dimensions to be plotted into the grid. It is a clear and powerful evaluation tool for Ethiopian Airlines to find out attributes that are doing well and attributes that need to be improved, which require action immediately. The results are useful in identifying areas for strategic focus to help the airline’s future customer service strategy. As evident from the finding section that the study was conducted in Ethiopia only, applicability of the results in other countries may result differently. Further, as the study is conducted in the airlines industry, application of the same in other industries, like; education, financial, and health may not come up with the same findings
Branding Ethiopia as a Tourist Destination: Domestic Tourists Perspective
(Addis Ababa University, 2014-05) Mohammed, Bisrat; Tesfaye, Birara (PhD)
Purpose – Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There still exists a lack of theory that particularly addressing the measurement of the effectiveness of destination branding from domestic tourists perspective. The purpose of this paper is to test the effectiveness of Consumer-Based Brand Equity (CBBE) model for a country as a tourist destination. Design/methodology/approach – A model of CBBE was adapted from previous marketing literatures and applied to the national context of Ethiopia. The model was tested by using structural equation modeling with data collected from a sample of Ethiopian citizens (n = 350). Findings – The paper reports the results of an investigation into brand equity for Ethiopia as a tourist destination among its own citizens. The results indicate Ethiopia as a tourist destination is well known among its citizens but its tourist destinations quality is perceived to be very low. Despite this poor quality its citizens are still loyal to visiting the country’s tourist attractions. Practical Implications – The paper recommended that a standard CBBE model could provide enduring effective performance measures regardless of changes in staff, other stakeholders and budge
The Effect of Media Advertising on Consumers’ Buying Behavior in the Banking Service (The Case of Oromia International Bank S.C.)
(Addis Ababa University, 2014-05) Daba, Melkamu; Mebrahtu, Kahsu (Assistant Professor)
In today’s globalized world, financial institutions are in a tough competition which requires effective promotional tools to increase awareness and persuasion of customers, where media advertising is among the important communications medium that has powerful effect on consumers’ behavior. The OIB doesn’t know how is its media ads influence its customers’ buying behavior. The objectives of this study were to analyze the effect of media advertising on consumers’ buying behavior in the banking service: the case of Oromia International Bank S.C. (OIB), and to examine the factors that motivate consumers to respond to media advertising. The sample populations of the study were the five branches of Oromia International Bank in Addis Ababa City Administration randomly selected by using simple random sampling. Quantitative research approach and probability sampling method (simple random sampling) had been adopted in selecting a sample size of 384 by applying published tables. Data were collected using structured questionnaire and analyzed using SPSS 16 and descriptive research design was used. The results of the study revealed that media ads were the most important sources of information; and the types of media ads (broadcast & print media ads) and the objectives of media ad messages have significant effect on consumers’ buying behavior. The findings showed that TV has the most powerful influence on consumers’ buying behavior due to the combinations of audio-visual presentations. The informative ads, perception about the bank, the color of the logo and the brand name were the imperative factors that motivated consumers to respond to OIB’s media ads. Most of the respondents were searching for alternative banks rather than OIB due to its narrower geographical coverage and the presence of computing alternative banks.
Perception of Managers toward Customer Relationship Management: The Case of Four Star Hotels in Addis Ababa, Ethiopia
(Addis Ababa University, 2014-05) Fantahunegn, Eshet; Tesfaye, Birara (PhD)
This study aims to examine the impact of hotel managers’ perception toward Customer Relationship Management specifically those who works for four star hotels in Addis Ababa. The paper utilized a questionnaire-based quantitative study to test a series of hypotheses concerning how the perception of managers toward CRM related with the managers’ demographic characteristics and the characteristics of the properties. The influence of their perception toward CRM and the possibility of using, continuing using and recommending CRM also tested. According to the study younger and better educated managers were the majority for this study indicating that the emergence of the younger generation of managers in the hotel industry. Although most of the managers are familiar with CRM and indicate an interest to implement CRM in their hotel since the majority of hotels are smaller and independently managed one might think that they are less likely to invest in these types of technologies and training programs because they have no enough establishments to take advantage of the economies of scale
The Assessments of Major Factors that Affect that affect Channel Integration on Ethiopian Garment/Textile Sector in the Case of Addis Ababa
(Addis Ababa University, 2014-05) Thomas, Daniel; Berhanu, Mehret (Assistant Professor)
The main purpose of this research is to identify the major problems that challenge companies to integrate with the channel partners this research is designed in order to assess the major factors which are road blocks for the successful collaboration of channel members. This was done by taking nine variables from different literatures on supply chain management practices. These were grouped in to nine parent variables and under each category there are 4-7 sub- factors that can explain the parent factors. The researcher used a simple random probability (lottery system) to select its final sample size (35) out of 59 garment and textile companies which are located in Addis Ababa. In order to analyze the collected data SPSS version 21 was employed. The result shows that companies which are engaged in producing fabric items are more affected by order handling, suppliers, sales persons and corporate image. On the other hand, garments are affected by order handling; price and product quality. These factors became major challenges while companies are trying to integrate. In order to be competent in the local and the international market as well, companies are expected to improve their internal performance. For instance quality of their products, images of their company, reducing their lead time, revising their pricing strategy, reducing turnover rate and managing orders properly are among the recommendations forwarded by the researcher
Assessing the Effectiveness of Communication Factors and Behavioral Changes of Audiences as a Result of Advertising Efforts: Case of Commercial Bank of Ethiopia
(Addis Ababa University, 2014-05) Habtu, Genet; Tesfaye, Birara (PhD)
This research paper studies the effectiveness of communication factors and behavioral change of audiences as a result of the advertising efforts taking Commercial Bank of Ethiopia as a case. The study was limited to the Bank’s customers in Addis Ababa city and the sample branches and customers were selected based on convenience sampling technique. Accordingly, primary data were collected through questionnaire. According to the research findings, the quality of the message and the source that carry the message is effective. Further, the advertising efforts is effective to create Awareness and Preference of the services, but not effective to create Knowledge, Liking, Conviction and Action. Also, the Affective level of customers towards the services is more; however, the Cognitive and Conative level is less. The research findings also reveal that there is a positive and strong relationship between the two variables. However, the relationship between Message Quality is stronger than the Message Source. Based on the research findings, the researcher suggests that due attention should be given on the ethicality, understandability, clarity and believability of messages and measuring advertising efforts against the communication objectives is important not only to evaluate the effectiveness but also to design the appropriate advertising strategy that meets the desired behavioral changes.
Key Drivers of Automobile Brand Choice in Addis Ababa: The Case of Private Light Automobiles
(Addis Ababa University, 2014-05) Abebe, Tadios; Denu, Berhanu (PhD)
The paper aims to investigate what factors influence private light automobile owners’ specific brand choice.The selected automobile brand choice variables were judged through a five point likert type scale.. Samples are taken conveniently from Addis Ababa City private car owners. Sources of primary and secondary data were used in the study. A survey approach was adopted to collect primar data from the study respondents.Explanatory research design was used. Based on the analysis, Addis Ababa private car owners were found to be purchasing their car guided by multiple factors. The result from One-way ANOVA revealed that image of the car, emotional connection, Accessibility, and Attribute significantly determine the purchase of various car brand with varying degree Manufacturers and dealers should tailor their marketing strategy accordingly to remain acceptable in the market
Assessment of Frontline Employees’ Satisfaction and Customer Satisfaction: A Case Study on Ethiopian Airlines
(Addis Ababa University, 2014-05) Tadele, Nardos; Assefa, Teklegiorgis (Assistant Professor)
The aim of this project is to describe the satisfaction level of employees and it‟s role on customer satisfaction, and investigate the situation of customer-employee interaction during service encounters .Even though the growing importance of frontline employees in service sectors are supported in main literatures, there are still problems where traditional approaches of managing business that dully focuses on external customers‟ satisfaction is still the believes of many firms. The study employs a quantitative, descriptive survey study design to answer the research questions as it is found to be appropriate. Two kinds of population were encompassed (Customers and employees) and systematic random sampling design was employed to collect primary data . A target of 285 samples of customers were selected to evaluate the service provided by the frontline employees and perception of service quality and 85 frontline employee were selected to measure their satisfaction level based on five dimensions . The study uses a structured questionnaire to obtain information through direct solicitation of responses from front-line employees and customers. The results also indicate the customers of the airline are happy with the service frontline employees provided. However the frontline employees are dissatisfied with their job from different perspectives. The results of this research enable managers of the company at each level to better understand the degree of managing front-employees to get a higher level of customers perceived service quality. This research could be seen as a prelude attempt in addressing the issue of Internal Marketing and perceived service quality that rely on both HR and services marketing theories and practices. Besides this research tries to give a new insight to looking at the subject a little bit different ways than the usual approach.
Banks Service Quality and Customer Satisfaction a Comparative Study between Public and Private Banks: A Case of Commercial Bank of Ethiopia and Awash International Bank S.co
(Addis Ababa University, 2014-05) Abrha, Gebremedhn; Mebrahtu, Kahsu (Assistant Professor)
As the competitive environment become more turbulent in the banking industry, there is the need to provide quality service and ensure customer satisfaction, in order to enjoy high market share and competitive advantage. The study therefore was conducted to assess and compare service quality and overall customer satisfaction in the banking industry, taking Commercial Bank of Ethiopia and Awash International Bank s.co as target study area. The main objective of this study was to assess and compare customer expectations and perceptions and overall customer satisfaction towards CBE and AIB S.co using five dimensions of service quality: tangibility, reliability, responsiveness, assurance, and empathy and a single item was used to measure overall satisfaction. Questionnaires were distributed to 384(192for each bank) customers of the two banks. The target population was contacted conveniently to the researcher that was found available. The primary data was collected using self administered questionnaire through survey method. To analyze the objectives, descriptive statistics, Pearson correlation and paired sample t-test was employed. The results revealed that assurance dimension raised the highest level of perception in CBE and in AIB S.co and responsiveness has the highest gap score while tangibility has the lowest gap score in both banks. Moreover the entire service quality dimensions have a strong and positively correlated with overall satisfaction. In addition, the finding of paired sample t-test shows that there is a significant difference in perception of customers’ of CBE and AIB S.Co. To conclude, based on the mean perception of SERVQUAL dimension Awash International Bank S.co provides better service quality comparing to Commercial Bank of Ethiopia except tangibility dimension which is high in CBE. Gaps of AIB S.co are rather smaller than the gaps of CBE which are a proof that AIB S.co delivers more quality service to the customer. This is simply because; the quality of service in CBE is so much below the expectations. The study suggests that SERVQUAL model is appropriate in the banking sector. Hence, managers of the two banks can use this instrument to provide better quality services to their customers.
Assessment of Relationship Marketing Practice in Wegagen Bank Share Company
(Addis Ababa University, 2014-05) Elyas, Semere; Tesfay, Teklay (Assistant Professor)
Relationship marketing is a new phenomenon in the field of marketing, and it focuses on creating a long-term relationship with customers through realizing mutual benefits of both parties. The purpose of this study is to assess relationship-marketing practice of wegagen bank in terms of relationship marketing dimensions and the levels of relationship marketing strategies. In order to obtain adequate and detailed information from customers as well as marketing manager of the bank both quantitative and qualitative data collection tools were used. Non-probability sampling method was employed to select respondents; specifically convenience sampling technique was used. Accordingly, the study has selected 378 respondents from three branches of the bank that operates in Addis Ababa and 378 questionnaires were distributed to customers, 316 questionnaires were found usable. Descriptive statistics particularly mean, standard deviation and frequency were used to analyze data and to aid computation statistical package for social science (SPSS) soft ware version 20.0 was used. The findings of the study showed that, average mean score of each dimension was categorized under well practiced of relationship marketing by the bank. Therefore, the bank practiced relationship marketing well when it is evaluated from the four dimensions namely informational, management, instrumental and organizational dimensions. According to the interview conducted with marketing manager of the bank, it practiced and considered in its marketing strategies the three levels of relationship marketing strategies namely financial, social and customization bonds, whereas, the bank did not implement structural bonds levels of relationship marketing strategies.
The Determinants of Service Quality in the Ethiopian Chamber of Commerce and Sectorial Associations with Particular Reference to Exporters
(Addis Ababa University, 2014-05) Aberra, Nebiyu; Takele, Yitbarek (PhD)
The aim of this study is to position the dimensions of service quality that affect the expectation and perception of service quality of Ethiopian chamber of commerce and sectorial association. The service offered to exporters is very crucial since, Export growth is important because of its influence on internal trade and economic stability of a country it needs to be measured and properly managed. 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 SERVQUAL model which is the most common method for measuring service quality. A descriptive statistics analysis is used to evaluate the level of service quality of ECCSA from the perspectives of exporters. One of the major finding of this study is that there is a gap between perception and expectation of exporters, there appears to be a relatively large negative gap on tangibility determinant where expectation highly exceeds perception, while on Assurance dimension there is a small positive gap where perception of service exceeds expectation. Based on the research done the researcher found out that the main determinants of service quality of ECCSA include Tangibility, Reliability, Responsiveness, Assurance and Empathy which affect ECCSA’s overall service quality to member exporters.

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