Marketing Management

Permanent URI for this collection

Now showing 1 - 1 of 1

The Effect of Key Account Management Strategy on Customer Satisfaction; In the Case of Ethiopian Airlines
(Addis Ababa University, 2018-05-16) G/egziabher, Selamawit; Mesfin, Tewodros (PhD)
The primary objective of the study was to analyze the effect of key account management strategy on key accounts satisfaction. A conceptual model was developed and hypothesized .the resrecher collected data from 107 organizations, registeredas key accounts by Ethiopian airlines. The response rate for the study were 76.1%, SPSS V 21.0 used to analyze the data collected and to test the hypotheses put forward. The finding of the study shows that the independent variables named activity intensity and activity pro-activeness, actor`s commitment and relationship building have a positive and significant effect in key account satisfaction in the case of Ethiopian airlines, Which result in acceptance of the entire proposed hypothesis. These findings are beneficial for the companies who are working in the airline industry and for Ethiopian airlines itself. The study also recommended further studies on the area by including other variables to increase understanding