Marketing Management

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Browsing Marketing Management by Subject "Access to complaining channels"

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    Assessment on Determinants of Customer Complaint Behavior: A Case Study in Ethiopian Airlines
    (Addis Ababa University, 2017-06) Hiluf, Azeb; Andualem, Getie (PhD)
    The aim of this study was to find out the determinant factors of customer complaint behavior within the context of Ethiopian Airlines. A structured questionnaire and focus group discussion were used to collect data from the airline’s customers residing or transiting in Addis who were chosen conveniently and 20 front line employees randomly chosen respectively. In total, 385 respondents participated in this study. The analysis of the results was performed using descriptive (Frequency, percentage, mean & standard deviation) and inferential statistics (Correlation & Multiple regression) by SPSS version 20 software. The findingsfrom correlation & regression on the study variables show that Service recovery, Access to complaint channels, Attitude towards complaining and Perceived likelihood of success were found to be positively and significantly influencing Customer Complaint Behavior as they were hypothesized.The analysis between demographic variables and CCB also revealed that all demographic variables except gender were positively and significantly correlated with Customer Complaint Behavior, whereas no significant relation was examined between gender and CCB. The results from FGD also showed that complaint channels are not accessible to all customers and service recovery is not effective because employees lack empowerment. Based on the above findings, it was recommended that the company should work on improving the service recovery plans by empowering and training its employees than offering monetary compensations, accessibility of the complaint channels by investing on user friendly technology, promoting and encouraging complaints in order to improve customers’ attitude towards complaints and perception on the company’s ways of resolving complaints.
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    Assessment on determinants of Customer Complaint Behavior: A case study in Ethiopian Airlines
    (Addis Ababa University, 2017-06-16) Hiluf, Azeb; Andualem, Gete (PhD)
    The aim of this study was to find out the determinant factors of customer complaint behavior within the context of Ethiopian Airlines. A structured questionnaire and focus group discussion were used to collect data from the airline’s customers residing or transiting in Addis who were chosen conveniently and 20 front line employees randomly chosen respectively. In total, 385 respondents participated in this study. The analysis of the results was performed using descriptive (Frequency, percentage, mean & standard deviation) and inferential statistics (Correlation & Multiple regression) by SPSS version 20 software. The findingsfrom correlation & regression on the study variables show that Service recovery, Access to complaint channels, Attitude towards complaining and Perceived likelihood of success were found to be positively and significantly influencing Customer Complaint Behavior as they were hypothesized.The analysis between demographic variables and CCB also revealed that all demographic variables except gender were positively and significantly correlated with Customer Complaint Behavior, whereas no significant relation was examined between gender and CCB. The results from FGD also showed that complaint channels are not accessible to all customers and service recovery is not effective because employees lack empowerment. Based on the above findings, it was recommended that the company should work on improving the service recovery plans by empowering and training its employees than offering monetary compensations, accessibility of the complaint channels by investing on user friendly technology, promoting and encouraging complaints in order to improve customers’ attitude towards complaints and perception on the company’s ways of resolving complaints.