Marketing Management

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Browsing Marketing Management by Subject "Adoption"

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    Analyzing Factors Affecting The Adoption Of E-Hailing Service In Addis Ababa Ethiopia
    (Addis Ababa University, 2020-06) Yeneneh, Metasebia; Mesfin, Tewodros (PhD)
    This research deals with identifying those factors affecting the adoption of E-hailing service in Addis Ababa, Ethiopia. Internet based questionnaire was used to gather the data from 384 respondents who were selected using a convenient sampling technique. The collected data was analyzed using SPSS version 26, employing statistical tools such as reliability, correlation, and multiple regression analysis. The result of the study uncovered that all the six independent variables (Performance expectancy, Effort expectancy, Social influence, Facilitating condition, perceived credibility, and price saving orientation has a positive and significant effect on the adoption of E-hailing service. In accordance the multiple regression analysis result uncovered that 79.5 % of variation in the Adoption of E-hailing service is explained by the combined effect of the six independent variable and the unstated variables represent 20.5 % of the variation. Furthermore, the study indicated that facilitating condition was the strongest predictor of the adoption of ehailing service while price saving orientation represent the least importance in relation to the adoption of E-hailing application .Also six hypotheses were tested to examine the effect of these variables have on the adoption of E-hailing service. Thus, the outcome chiefly indicates that passengers will adopt E-hailing application if they perceive that E-hailing application is easy to use, allow them to communicate with drivers quickly, is compatible with other technologies, make them feel safe, and increases their prestige among others. Based on the findings of the study, the researcher forwarded some recommendations
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    Empirical Analysis on the Determinants of Electronic Card Payment Technologies’ Adoption (The Case of Commercial Bank of Ethiopia)
    (Addis Ababa University, 2016-06) Abdella, Nebil; Belayneh, Temesgen (PhD)
    The purpose of this paper is to examine the determinants for customers to adopt Electronic Card Payment Technologies adoption, in the context of the Commercial Bank of Ethiopia. Structured questionnaire was developed. The hypotheses were tested on customers of the CBE with a sample of 440 out of which 396 were collected by making use of multistage sampling method. Both descriptive and inferential analytical techniques were used. To analyze the relationships among the variables under investigation, multinomial logistic regression were employed. In addition, Parameter estimate were used to determine the level of influence variables have on non-adopters, partial adopters and full-adopters. Furthermore, chi-square test was used to analyze the association between selected demographic factors and adoption. The findings of this study have shown that, except for Social Influences, Perceived Ease of use, Perceived Risk, Marketing Communication Influences, Perceived Usefulness and compatibility found to have significant effect on Electronic Card Payment Technologies’ adoption of CBE’s customers in Addis Ababa. Furthermore, a significant association exists between ECPT adoption and age, educational level and income. However no significant association is found between sex and adoption. The results are very useful for CBE to devise strategies in order to increase the adoption rate of Electronic Card Payment Technologies. It is recommended for awareness creation in order to change the perception that ECPTs are difficult and risky. Furthermore, it is recommended for CBE to intensify its marketing communication activities and introduce more services. As evident from this study, a different result could be gained if comparative study, on the topic of this study, among selected banks in Ethiopia is conducted. This study is conducted only for ECPTs. Hence, the findings might not be applicable to other E-payment services like Internet Banking and Mobile Banking. Furthermore, this study is conducted from the perspective of customers only. However, a more comprehensive result could be gained if a study, that takes all stakeholders in the ecosystem in to account, is conducted
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    Factors Affecting Adoption Of E- Banking In Ethioian Banking Industry (In Case Of Five Selected Banks)
    (Addis Ababa University, 2018-06-12) Ayal, Atnkut; Workineh, Mesfin (PhD)
    This research project aims to explore factors that affect the adoption of e- banking in Ethiopian banking industry. The study was conducted based on the data gathered from five banks in Ethiopia; four private banks (Dashen bank, Awash bank , United bank, and Abay bank) and one state owned bank (commercial bank of Ethiopia). In order to achieve the objective of this study and answer the research questions, the researcher adopted mixed research design (both descriptive and explanatory research design).The study was conducted based on the data gathered from the following five banks in Ethiopia; commercial bank of Ethiopia, Dashen Bank, United Bank, Awash Bank and Abay bank. The data collected was analyzed using descriptive statistics by using spss version 20. A research framework developed based on the Technology - Organization - Environment (TOE) framework and Technology Acceptance Model (TAM) was used to guide the study. The study revealed the following major driving factors in adopting e- banking among commercial banks in Ethiopia; technological factors(perceived risk),from organizational factor, human and financial resources , from environmental factors, national ICT infrastructure, lack of legal and regulatory frame work, lack of government support and lack of completion from foreign banks, from demographical factors, gender, age and education level, and finally lack of awareness and lack of trust on the system are major factors. The study recommended banks should launch campaigns to create direct awareness to potential adopters, issues such as fear of the lack of privacy and security, together with relative advantages of using E-banking products and continuously review and upgrade the existing system of security to the level that minimize risk ,while the government should support banking sector by facilitating sufficient ICT infrastructure development and National Bank of Ethiopia, (NBE) needs to urgently establish a comprehensive legal and regulatory frame works on the use of technological innovation
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    Factors Affecting Adoption of Mobile Money Services: In Case of Telebirr
    (Addis Ababa University, 2023-06) Muhammed Muhaba; Hailemariam Kebede (PhD)
    With a particular focus on Addis Ababa, the purpose of this study was to investigate factors that affect the adoption of mobile money services in the case of telebirr. To do this, it adopted the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and rationally substituted perceived risk and perceived knowledge for hedonic motivation and habit in order to quantitatively examine the relationship between the independent and dependent variable. Both descriptive and explanatory research design were used to examine the factors that influence the adoption of mobile money services. 385 residents of Addis Ababa were selected by means of convenience sampling technique, and primary data were collected via survey questionnaires. Both descriptive and inferential statistics have been employed on the gathered data in the quantitative analysis stage using Statistical Software for Social Sciences (SPSS) version 26. The analysis's results showed that the adoption of mobile money was positively correlated with all of the study variables. The study arrived at the conclusion that all seven of the factors used in the study were capable of predicting 47.8% of the variance in customers' adoption of telebirr mobile money services. Customers therefore use telebirr services because of their expected benefits, the status that they intend to achieve using the service, its simplicity, and its typically reasonable prices. The study recommends that ethiotelecom and future mobile money providers integrate new features and services into their mobile money systems, capitalize on the power of social influence, simplify the use of the services, and review the current service fees. Further, government bodies should promote the introduction and expansion of mobile money system by providing infrastructure and establishing the necessary legal frameworks
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    Factors Affecting E-Marketing Adoption In Insurance Industry A Case Study On Ethiopian Insurance Corporation
    (Addis Ababa University, 2019-06) Desalegn, Dereje; Belayneh, Temesgen (PhD)
    Over the years the internet has steadily become an extremely relevant marketing tool for businesses around the world. So that recent surveys have focused on the adoption of EMarketing in both developed & developing countries. Several opportunities of E-Marketing for companies encompass access to new, untapped markets, overcome distance, work together with governments and contribution in value chains (Business to Business). Indeed there exists a rich benefit of E-Marketing all over the world and even E-Marketing adoption in insurance industry is an important of the social economic development of the country. But, the adoption of EMarketing in insurance industry has been slow. This is attributed to certain E-Marketing adoption factors which have not been fully developed in Ethiopia Context. Therefore, a perspective study uses factors that affect E-Marketing adoption in EIC is necessary to fill in the gap. The main objective of this study was to assess and evaluate the level of E-Marketing adoption in EIC, by trying to distinguish different factors affecting E-Marketing adoption in EIC in order to cite solution. The study employed structured questioner as main research instrument & the target population was the Ethiopian Insurance Corporation Main District 532 employees and the sample size was 132 employees selected for questioner response and 120 of the respondent gave response for the questioner. Descriptive statics was used to summarize the respondents’ demographic characteristics. Multiple regression analysis was done and the results showed that generally technological factors, organizational factors and environmental factors (TOE). All have influence on the rate of adoption of E-Marketing in EIC.
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    Factors Affecting The Adoption Of Electronic Marketing On Ethiopian Supermarkets Case Study Of Selected Supermarkets In Addis Ababa
    (Addis Ababa University, 2019-06) Bazezew, Tesfahun; Tefera, Belaynesh (PhD)
    In a knowledge society, organisations need to develop competitive advantages through the effective utilization of electronic marketing in order to succeed in markets. The purpose of this study was to investigate factors affecting e-marketing adoption on Ethiopian supermarkets. Data were collected from 107 Ethiopian supermarkets and the data was collected through a cross-sectional survey design as it is instrumental in collecting data from a population of interest at one point in time. Variables were tested for their relationship with e-marketing adoption using correlation and regression analysis by applying statistical package for social sciences (SPSS). The findings of the study indicate that the proposed model explains 86.4 per cent of the variance of e-marketing adoption. It was found that competitive pressure, adoption cost and IT infrastructure are the most influencing factors of e-marketing adoption. Among them, competitive pressure was proved to be the most significant factor. On the other hand, Owners or managers IT knowledge and governmental support influence but not as strongly as the other three attributes. From these, adoption cost is an inhibitor of the adoption of e-marketing. Therefore, it is recommended that managers, particularly owners of the supermarkets, should be convinced that e-marketing adoption is necessary to maintain and achieve competitive advantage while non-adoption of an e-marketing innovation that is adopted by others in such an environment may result in competitive disadvantage since competitive pressure was proved to be the most significant factors of e-marketing adoption. The researcher further suggested that future research could be conducted with longitudinal data and on a wider scale on all supermarkets in the country cutting across all the counties by collecting data from customers, users of the e-commerce platforms and various other stakeholders