School of Commerce

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The Effect of Outbound logistics on organizational performance the case of Ethiopian Airlines Maintenance, Repair and Overhaul (MRO)
(Addis Ababa University, 2-05) Getahun, Mekonnen; Afework, Fesseha (Asst. Prof)
lanning, implementation, and control of processes linked to material, information, and financial flows. Considering the importance of logistics and valuable way of securing competitive advantage the main objective of this study was to assess the current performance of Ethiopian airlines maintenance repair and overhaul outbound logistics and the effect on organizational performance. Descriptive and explanatory research designs as well as quantitative research approaches were employed in conducting the study. The population of the study was Ethiopian airline maintenance repair and overhaul logistics and purchasing department employees. For the reliability and its attainability economically and physically census sampling was used to select the appropriate sample of the study. Data was collected using questionnaires and interviews and being analyzed using Statistical Package for the Social Sciences (SPSS). Descriptive analysis namely percentage, mean and standard deviation; and inferential analysis namely Pearson correlation and multiple linear regression were employed. The study shows that the logistics performances below average and it has a great extent over organizational profitability, reliability, flexibility, and responsiveness performance. The study also revealed that the organization has a shortage of qualified logistics personnel; materials licensed packing, and needs major review on the structure and the resource available. The study recommended enhancing the logistics management practices and improving the team with certified logisticians would highly increase the performance and improve organizational performance. Key words:
Effect of Outsourcing Transport Service on Company Performance: Case of Panafric Global
(Addis Ababa University, 2-06) Tesema, Ribka; Temesgen, Busha (PhD)
search design. The researcher included 82 respondents using random sampling. Data was gathered through a questionnaire and the qualitative result was analyzed using mean, percentage, and multiple linear regressions. The study explains the reason Panafric Global was engaged in contracting external transport companies was to reduce cost, capital investment in resources, improve flexibility, and offer service on demand. Further, the result indicates that Panafric Global has gained profit from outsourcing in terms of reducing capital investment and efficient utilization of the company’s assets. But, it also indicated that the company encountered challenges by outsourcing transportation services. Challenges observed in the study were loss of control, information asymmetry, and poor service quality provided by the outside company. In order to improve the company performance, it’s recommended to review the current working procedures and conditions in the contracts Panafric has with the external transporter. Also, it is recommended to build a relationship with the external transporters and monitor the outsourcing practice to examine the risks and benefits from time to time. Finally, it's recommended for the company to arrange training for concerned teams to enable the employees to expand the required skill to manage the contracted companies
Factors Affecting Internal Supply Chain Integration: The case of Cosmar East Africa Business S.C
(Addis Ababa University, 2-07) Duguma, Tamrat; Afework, Fesseha (Asst. Prof)
In this competitive business environment continuously improving operational performance is a crucial issue for the existence of the organization and preferred by customers in the market. The main objective of this study is to assess factors affecting internal supply chain integration on organization supply chain performance in the Case of Cosmar East Africa Business S.C. taking this view in to account, different challenge and obstacles of internal supply chain integration like luck of organizational structure, luck of top management support, lack of information usage practice and lack of interdepartmental relationship practice were assessed and described in order to meet the basic objective of the research topic. For the theoretical foundation and analysis different literatures was investigated and the research problem was studied through the use of a descriptive research design. Target population in this study was all permanent employees of the company. Since the population is relatively small, the research used census sampling technique. To carry out the study both primary and secondary data was collected. Data collected was purely quantitative and it was analyzed through descriptive analysis and inferential statistics. Descriptive statistical tools such as Statistical Package for Social Sciences (SPSS) were employed to analyze the data. Based on the analyzed data and the research finding, the study concluded that the extent of ISCI of the company is low. The result of the analysis also proved that there is strong and significant relationship between internal supply chain integration and supply chain performance. In addition to that ISCI have a strong and positive influence on supply chain performance. The results also indicated that interdepartmental relationship had the highest effect on ISCI & SCP, followed by top management support, information usage practice and organizational structure. Therefore, in order to enhance the level of ISCI and SCP of the company, the study recommends CEABSC should improve the practice of the studied four factors those are negatively affected the company supply chain performance.
A Project Work Presented in Partial Fulfillment of the Requirements for the Award of Master of Arts Degree in Project Management
(Addis Ababa University, 2-10) Bekele, Zerabruk; Bekalu, Wubshet (PhD)
This research aimed to assess the monitoring practices in projects contracted to YOTEK construction PLC. An effort was made to identify the strengths, weaknesses, and challenges to the monitoring practices. It was a descriptive research where quantitative data was collected through questionnaires distributed to all the staffs involved in monitoring. The data was analyzed on SPSS and MS Excel, and the findings inductively interpreted. An acceptable response rate of 90.7% was achieved but the response rates for the open-ended questions were not satisfactory. The research found out that about half of the staffs assigned for monitoring responsibilities need trainings in project management. Tools, systems, and applications were sufficiently available but financial constraint was straining the practice. Aspects of monitoring plan and its implementation were good, but some components of the plan such as acceptable performance levels were not properly communicated. The data collection was frequent and flexible thereby contributing to data quality, though information overload was a downside. The project reporting at YOTEK had some important attributes for effectiveness: Timely, flexibly scheduled, tailored to audience, and participatory. But independent performance reviews aiming for unbiased, impartial assessment of the work were less common. Furthermore, a weakness was noted in taking corrective action as per the findings of the performance reviews. One of the interesting findings was that the weaknesses and strengths were not exclusive to each other, but project specific at times. The implication of this observation is that the monitoring practice was not highly consistent or it was not integrated across projects. The researcher recommends YOTEK to build an integrated monitoring system so as to ensure optimal resource utilization. It is also recommended to conduct trainings to familiarize staffs to the monitoring tools and systems, to resolve the financial constraint and the communication lapses that were affecting the monitoring practice. Key words:
Unemployment and the Role of Employment Services: an Economic Valuation of Employment Service
(A.A.U, 2000-05) Yilma, Tewodros; Mekonnen, Alemu (Dr)
The issue of unemployment and the operation of the labour market is a very central issue to the modern economy, both in the developed and the developing world. The operation of this market is a fascinating and complicated process. Workers differ in their abilities, attitudes, and tastes. Productivity depends not only on abilities but also on how well a worker is matched to a job. The question of unemployment is tied to the social, political and economic atmosphere in every country. It is an issue to the individual, to the firms and to the government as well. As a result studies on the causes, effect and remedies to unemployment problems have captured the attention of all these agents. The mam cause of unemployment according to most studies is the high rate of population growth coupled with low level of economic growth which is manifested by the slow pace of job creation by the economy. The educational system as a major supplier of the labour force is also an important area related with the problems of unemployment. The existing educational system not only supplies the economy a labour force that far exceeds in number the available jobs but also a labour force which invariably does not fit the existing jobs and vacancies. The problem of unemployment is also related to the functioning of the labor market, which in large part is the concern of this paper. The existence of an adequately functioning labor market which sends the relevant signals to help adjust the mismatch between existing skills and the skills needed by the economic and. highlight£ the gap . between unfilled and filled vacancies is of paramount importance to the Issue of unemployment. Available evidence indicates that many vacancies remain unfilled despite the existence of a large unemployed labor force. Information found from MoLSA showed that over 23% of vacancies remained unfilled. The existence. of the considerable unfilled vacancies in the midst of a large unemployed labor force depicts the failure of the labor market. In this regard employment services can play a crucial role by addressing the information and skill gaps as they are centers for collection, compilations and dissemination of labor market information. In evaluating the employment agencies unfortunately most of them are not adequately staffed and the necessary equipment are often scarce. As a result of this coupled with a poor policy environment, legal framework and economic incentives most employment agencies are not in a position to provide a commendable service and hardly provide the expected level and quality of services The present study which examines the willingness of job seekers to pay for such services, will contribute in drawing attention of the policy makers and the public at large and facilitate the realization of the potential roles of employment service to play their part in addressing unemployment problems. It also contribute for the elucidation of economic grounds on the ongomg dialogue related to how and by whom employment service should be provided. In the present study an attempt has been made to economically value the role of employment services. The study has confirmed that the job seekers attach considerable value to employment services and are willing to pay for a placement service rendered by employment agencies. The study has shown that in Addis Ababa Administrative region alone the placement services of employment agencies has an economic value worth over 18 million Birr per annum. This estimate considers only the value attached by unemployed job seekers to placement services alone and represents a very small portion of the service, that employment agencies are expected to be perform.
Major Challenges to the National Extension Intervention Program (Neip) in Addressing the Food Security Problem in the Snnprs
(Addis Ababa University, 2001-05) Abiyo, Abera; Doilicho, Beyene (PhD)
Assessment On The Logistics Outsourcing Practice Of Commercial Bank Of Ethiopia
(Addis Ababa University, 2010-06) Kedir, Zeky; Ensermu, Matiwos (PhD)
The purpose of this research is to assess the challenges and prospects of outsourcing the logistics services in commercial bank of Ethiopia and to come up with the possible solution to minimize the existing problems. The study covers Commercial Bank of Ethiopia districts under Addis Ababa and Facilities Manager at the head. In this study descriptive type of research is applied and to get relevant information about the study both primary and secondary data were used. The findings of the study show that the outsourced services enabled the bank to save managers time, give more attention for the core functions of the bank rather than non core areas and expand its branch aggressively. On the contrary defining Service Level Agreement, selecting the right vendor, loss of direct controlling and measuring service qualities were the challenges of the bank as the result of outsourced services. Thus, the performance of the service provider was not as per service level agreement. Finally, it is recommended that commercial bank of Ethiopia should deal with the service provider to revise the service level The bank also need to follow up the service quality as per Service Level Agreement. In conclusion, the bank has outsourced some of its activities expecting many benefits out of it. It has benefited in concentrating on core banking activities, but it has not been benefited as much as expected. It also faced different challenges but tries to mitigate those challenges by using different strategies or mechanisms. Based on the findings of the study, the research recommended that the bank has to concentrate on diversifying the type of services to be outsourced, the service providing company and strategies to mitigate challenges in order to gain the demanded benefits out of outsourcing.
The Effect of Reward Management on Employee Motivation: The case of Ethiopia Commodity Exchange
(Addis Ababa University, 2013) Kebede, Yared; Bekalu, Wubeshet (PhD)
Reward system is one of the most essential parts in a company’s development and success. In order to maximize the overall performance of the company, it is vital for an employer to understand how employees perceived the fairness of the reward system, and motivated by the rewards given by the company. This study sought to find out that the effect of reward management on employees’ motivation in Ethiopia Commodity Exchange. Data were collected through questionnaire prepared based on various scholars work. The validity of the instrument was checked and internal consistency of the instrument was measured using Cronbach Alpha and the result was 79%. Considering the manageability of number of employees in the Exchange, the researcher used census method to incorporate all of the employees by excluding those who are not served the exchange above one year. A total of 107 questionnaires were distributed to the respondents. Of the total distributed questionnaires, 91 usable questionnaires were returned which is about 87.5% response rate. With respect to the dimensions of employee motivation assed by the questionnaire, the result indicates that the mean values for the payment, benefit, promotion, working condition, recognition and leadership rated by respondents with their motivation level ranged from a low of 2.72 to a high of 3.84. The values of correlation coefficient in case of significant relationship vary from lowest (0.333**) to highest (0.620**). There is statistically direct significant and positive relationship between non-financial reward and employee motivation (r = .749, p <0.01). The results also indicates that there is a statistically positive significant and direct existing relationship between financial reward and employees motivation (r= .445, p < 0.01) but this relationship is less as compared to the non-financial rewards. The results of regression analysis shows that; 11% variance in employee motivation is explained by Payment, 18% change in employee motivation is due to Benefits, 36% change in employee motivation is due to Promotion, 38% change in employee motivation is due to Recognition, 37% change in employee motivation is due to Work Condition and 26% change in employee motivation is due to Leadership. On top of that, a significant portion of employees considered the reward system in ECX as less motivating, unfair, and seemed to be less engaged, and committed to the organization.
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.

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