Executive Master of Business Administration
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Item The Moderating Effect of Top Management Support in the Relationship Between Project Managers’ Leadership Styles and Project Success: the Case of Building Megaprojects in Addis Ababa(A.A.U, 2025-06-04) Lelisa Markos; Asres Abitie (PhD)The concept of project success in today’s project management is the core concern due to increased project failures. So many studies have been done in this area because several factors contributed to the projects’ success. The leadership skills of project managers are one of the critical factors contributing to the success of projects. The purpose of this study is to examine the moderating role of top management support in the relationship between project managers' leadership styles and project success on mega projects undertaken by the Addis Ababa City Government Mega Projects Construction Office. The study adopted a cross-sectional survey of descriptive and explanatory design with a quantitative approach to test the study hypothesis. Data were collected from the total population of the study area because it was small and accessible. Eleven (11) projects were selected for the study sample, all the projects currently run under the authority of the Addis Ababa City Government Mega Projects Construction Office. One (1) project manager and 3 (three) key respondents from each project were selected for the questionnaire. Among the total forty-four (44) distributed questionnaires only 36 were responded to and used for analysis. The result of the study shows that transformational and democratic leadership have a statistically significant positive relationship with project success. However, no statistically significant relationship between transactional, laissez-faire, and authoritarian leadership and project success. This implies that contractors and project owners should emphasize the leadership style of the project managers before assigning them to lead projects. In addition, top management support strengthens the relationship between project success and transformational, transactional, and democratic leadership. Nonetheless, top management support did not have a significant role in the relationship between project success and laissez-faire and authoritarian leadership. It shows that to enable the success of a project the multidimensional contribution of the top management on the project has a crucial impact by strengthening the relationship between project success and project managers' leadership styles.Item The Effects of Corporate Governance on Financial Performance of Commercial Banks of Ethiopia(A.A.U, 2025-06-05) Zenebech Koroto; Temesgen W. (PhD)This study investigates the effects of corporate governance mechanisms on the financial performance of commercial banks in Ethiopia. In light of the increasingly complex and regulated financial environment, sound corporate governance has emerged as a critical determinant of organizational performance, especially in banking institutions that face heightened agency problems due to information asymmetries. Drawing on agency theory, stakeholder theory, and resource dependency theory, this study employed a mixed-methods research design, combining quantitative analysis of panel data from 2019 to 2023 with qualitative insights gathered through interviews with board members from five major commercial banks in Ethiopia. The study examined six key governance variables—board size, board meeting frequency, board gender diversity, directors’ educational qualifications, directors’ industry experience, and chief executive officer (CEO) compensation—and assessed their influence on bank performance, as measured by return on assets (ROA). The regression analysis revealed that board size, frequency of board meetings, educational qualifications of directors, and industry-specific experience were positively and significantly associated with financial performance. However, gender diversity and CEO compensation showed no statistically significant effect. The findings underscore the importance of strengthening governance frameworks tailored to the unique structural and regulatory environment of the Ethiopian banking sector. This research provides empirical evidence to inform policymaking by the National Bank of Ethiopia and bank shareholders, and contributes to the literature on corporate governance in emerging economies, highlighting the context-specific nature of effective governance structures. It also offers practical implications for aligning governance reforms with performance enhancement in the Ethiopian banking industry.Item Linking Brand Awareness to Loyalty: the Mediating Role of Perceived Quality in Habesha Beer Market, Addis Ababa(A.A.U, 2025-06-22) Meron Mengesha; Desalegn A. (PhD)This study examines the relationship between brand awareness, perceived quality, and brand loyalty within the Habesha Beer market in Addis Ababa, aiming to understand how these factors collectively influence consumer commitment and purchasing behavior. While previous research has explored these constructs separately, there is a gap in localized studies that assess their combined impact on brand preference in Ethiopia’s competitive beer industry. The aim of this study was to evaluate how brand awareness and perceived quality drive brand loyalty, with a specific focus on their direct and indirect effects. The population consists of beer consumers in Addis Ababa, with a sample size of 302 respondents selected using a convenience sampling method to ensure data collection across different consumer demographics. The study relies on primary data sources, collected through structured questionnaires designed to capture consumer perceptions and purchasing patterns. Descriptive statistics, correlation analysis, and multiple linear regression modeling were employed to identify relationships between key variables with the help of SPSS 25.0. Findings indicate that brand awareness is a significant precursor to brand loyalty, but perceived quality plays a crucial mediating role, meaning that awareness alone does not guarantee long-term commitment. Additionally, while consumers demonstrate strong advocacy for Habesha Beer, brand preference over competitors remains moderate, suggesting opportunities for enhanced differentiation. The importance of reinforcing brand recall, improving perceived quality, and strengthening consumer engagement to boost loyalty. It is recommended that targeted marketing strategies, loyalty programs, and brand storytelling initiatives to enhance consumer attachment and competitive positioning. Strengthening both brand awareness and product quality shall be essential for sustaining market leadership in Ethiopia’s beer industry.Item The effect of inflation on the financial sector development in Ethiopia(A.A.U, 2025-04-23) Solomon Negeri; Alem Hagos (PhD)This research investigates the effects of inflation on the progression of Ethiopia's financial sector, particularly the banking sector, from 2000 to 2023. The primary aim was to understand the relationship between inflation and the growth of the financial sector, while the specific aims involved: analyzing the direct effects of inflation, considering the moderating influence of economic growth, determining how fluctuations in interest rates affect the inflation-finance connection, and offering pertinent policy suggestions. A quantitative research methodology was adopted, supported by an explanatory research design to identify causal relationships between macroeconomic variables. The study relied on secondary time series data sourced from the World Bank, International Monetary Fund (IMF), and National Bank of Ethiopia (NBE). Data analysis was conducted using STATA statistical software 2.0 version, applying linear regression models. The Return on Assets (ROA) was used as a proxy for financial sector development, with inflation as the main independent variable and real GDP and interest rate as control variables. The regression findings reveal that inflation negatively affects the profitability of Ethiopia’s banking sector, with a coefficient of. Though only marginally statistically significant, the result is economically meaningful and consistent with international literature. In contrast, real GDP was found to have a statistically insignificant and weak negative effect on ROA, suggesting that overall economic growth does not directly boost bank profitability in the Ethiopian context. Likewise, interest rate volatility exhibited an extremely large but statistically insignificant negative coefficient, indicating possible data scaling issues or limited impact due to interest rate regulations. Overall, the study concludes that controlling inflation is critical for maintaining financial sector stability and profitability. Finally the study recommended that to maintain the financial sector development the focus must beItem The Effect of Virtual Banking Service Quality on Customer Satisfaction: The Case of Bank of Abyssinia(AAU, 2025-06-24) Belete Haymanot; Salehu Anteneh (PhD)In the highly competitive service industry, the quality of service is a fundamental source of competitive advantage, playing a crucial role in differentiating offerings and enhancing customer value. This study investigates the impact of virtual banking service quality on customer satisfaction at the Bank of Abyssinia. The objective is to understand how specific dimensions of service quality functionality, enjoyment, privacy and security, convenience, design, assurance, and customization affect customer satisfaction in a digital banking context. Utilizing a quantitative research approach, the study employs Multiple Linear Regression (MLR) to analyze data collected from 384 active virtual banking users, achieving a high response rate of 90% with 345 completed surveys. Major findings reveal that functionality (β = 0.160, p < 0.001) and enjoyment (β = 0.261, p < 0.001) significantly enhance customer satisfaction. Convenience (β = 0.127, p = 0.022) and assurance (β = 0.349, p < 0.001) also positively influence satisfaction, while design (β = -0.176, p = 0.001) negatively affects customer perceptions. Unusually Privacy and security issues has not showed significant impact on customer (β = 0.012, p = 0.790). In conclusion, the study emphasizes the need for the Bank of Abyssinia to improve its digital services by enhancing functionality and user experience. Future research should explore customer satisfaction across different demographic segments and investigate the impact of emerging technologies, such as artificial intelligence and machine learning, on customer experiences in bankingItem The Effect of Transformational Leadership on Career Satisfaction: The Mediating Roles of Psychological Empowerment, Trust and Work Engagement and the Moderating Effect of Emotional Exhaustion(AAU, 2025-06-30) Yodit Teshome; Zelalem G/Tsadik (PhD)This study explores the theoretical framework of Transformational Leadership (TL) and Career Satisfaction (CS) in employees of fintech company in Addis Ababa, incorporating the mediating effects of Psychological Empowerment (PE) and Work Engagement (WE) and how Emotional Exhaustion (EE) moderates these processes. Employing a cross-sectional survey design, data were gathered from 211 employees and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4. Model 1 tested the direct effects of TL components (Idealized Influence, Inspirational Motivation, Intellectual Stimulation, Individualized Consideration) on CS, revealing only Individualized Consideration as significant with weak explanatory power . Model 2 examined TL as a higher-order construct, finding significant indirect effects through PE and WE but not Trust, with moderate explanatory power. The EE strongly moderated TL effects on PE and WE , diminishing these at high levels of EE. Results confirm that TL influences CS through PE and WE, with EE moderating these effects, thereby contributing to the theoretical understanding of leadership mechanisms and suggesting practical strategies for improving CS through empowerment, engagement, and exhaustion management.Item The Effect of Advertisement on Business Buying Behavior: Media Channel as a Moderator in the Case of Mg Prime Coat Product at Yonatan Bt Plc.(A.A.U, 2026-02-02) Abel Berhanemeskel; Abera LegesseThe study aim to examine the effect of advertisement on business buying behavior: media channel as a moderator in the case of Mg prime coat product at Yonatan Bt plc. The study employed both descriptive and explanatory research design with quantitative research approaches. The primary data were collected from respondents through questionnaire from 315 employees of business of Yonatan Bt plc which is Jk construction, Ayat real estate, Psiphon real estate, Sunshine real state, Bacone home finishing and construction and Modern home finishing and construction. The collected data were analyzed with descriptive statistics using statistical package for social scientists and smart partial least square for moderator-mediation analysis. The findings reveal that impressiveness, understandability, creativity, and credibility significantly influence both business buying intention and behavior, while memorability exerts a stronger direct effect on behavior than on intention. Mediation analysis confirmed that intention serves as a critical link between most advertisement characteristics and business behavior, except for memorability, which bypasses intention and directly impacts buying decisions. Moderation analysis further demonstrated that broadcasting media amplifies credibility, printing media strengthens clarity and trust, and social media enhances memorability and comprehension. Overall, the study highlights the complex interplay between message qualities and media channels in shaping business responses. It underscores the importance of designing advertisements that are engaging, clear, creative, and credible, while strategically leveraging the strengths of different media platforms. By integrating creative quality with appropriate media strategies, marketers can enhance business engagement, strengthen brand associations, and drive purchasing behavior more effectively. Key Words: advertisement, Media channel, business buying intentionItem The Moderating Effect of Astrological Profile on The Relationship Between Personality and Impulsive Buying Behavior(A.A.U, 2024-01-31) Betselot Zenebe; Amare Abawa (PhD)The general objective of the study is to assess the moderating effect of consumers’ astrological profile on the relationship between personality and impulsive buying behavior. Using survey data from 404 respondents, the researcher applied PLS SEM to assess the measurement model and determine path coefficients regarding direct relationships. Bootstrapping was used to test for significance for direct paths and MICOM was assessed after running Permutation Multi group analysis to ensure multi group analysis was valid to proceed to the assessment of moderation effect. The findings indicate that while openness to experience (β=0.262,f2=0.065,p=0.000), conscientiousness ( 0.281,f2=0.088,p=0.000), agreeableness ( 0.115,f2=0.015,p=0.023) and neuroticism (β=0.323,f2=0.115,p=0.000) were found to be significantly related to impulsive buying behavior, extraversion’s relationship proved insignificant ( 0.016,f2=0.000,p=0.696). Regarding moderation effect, out of the five paths tested for moderation, astrological profile was found to moderate only the relationships of agreeableness (βfem=0.147, 0.299,p=0.000) and neuroticism (βfem=0.376,βmasc=0.109,p=0.009) with impulsive buying behavior. These research findings’ generalizability may be compromised regarding the use of convenience sampling, and the broad categorization of the moderating variable may blur the effects that may have proved significant in more specified categories. The insights from this study contribute valuable information to practically inform the decision making of businesses and marketers, leading them towards an effort boost regarding those consumers that score high on personality traits that relate inversely to impulsive buying behavior and also theoretically adds to the pool of literatures related to consumer behavior and psychology, serving as a springboard for more methodologically robust and theoretically groundbreaking researches. Even though several studies have been priorly published exploring the relationship between personality and behavior, the moderating influence of astrological profile as a categorical variable is scarcely investigated, and almost entirely absent in Ethiopian context. Thus, this study may open doors to a more methodologically and theoretically advanced, and culturally informed investigations into the topic. Results relating to the moderating effect of astrological profileItem Effect of Knowledge Management Process on Organizational Performance: a Moderated Mediation Model of Knowledge- Oriented Leadership Style and Employee Engagement in the Case Of Zemen Bank S.C.(A.A.U, 2025-06-11) Getinet Fikre; Zelalem G/Tsadik (PhD)This study examines the effect of knowledge management processes on organizational performance by considering the mediating role of employee engagement and the moderating effect of knowledge-oriented leadership style within Zemen Bank S.C. in Ethiopia. Knowledge management plays a vital role in enhancing organizational performance, particularly in knowledge-intensive industries such as banking. In an era where businesses must continuously adapt to dynamic market conditions, effective knowledge management processes serve as a strategic tool for improving efficiency, fostering innovation, and sustaining competitive advantage. The purpose of this study is to provide empirical insights into how structured knowledge management process contribute to organizational success, particularly in the Ethiopian banking sector, where knowledge management remains underdeveloped. In order to achieve these objectives, data was collected from 203 employees of Zemen Bank S.C. using a structured survey questionnaire. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.4 to analyse the relationships among the key variables. The findings reveal that knowledge management processes significantly influences organizational performance both directly and indirectly through employee engagement. Furthermore, knowledge-oriented leadership style moderates the relationship between employee engagement and organizational performance, although it does not moderate the link between knowledge management processes and employee engagement. The study concludes that organizations can improve their performance by implementing structured knowledge management processes, fostering a knowledge-sharing culture, and promoting employee engagement. However, leadership approaches must be carefully tailored to balance knowledgedriven decision-making with employee needs to prevent unintended consequences on engagement. While the findings are particularly relevant to Zemen Bank S.C., they offer valuable insights for other private banks in Ethiopia seeking to optimize their knowledge management strategies. Future research can explore this conceptual framework in different industries, utilizing alternative analytical approaches to validate and expand these insights.Item Determinant of Consumer Preference between Local and Imported Rice in Ethiopia: Implications for the National Rice Self-Sufficiency Plan(A.AU, 2025-05-09) Luel Endale; Asres Abitie (phD)Despite major efforts, Ethiopia faces a growing challenge in its rice sector, with consumption rapidly outpacing domestic production and leading to substantial import dependency, straining foreign exchange reserves and exposing the nation to global market volatility. While existing literature primarily addresses supply-side constraints, this study identifies a critical gap in understanding consumer demand as a key driver of persistent import reliance. This research, conducted in Addis Ababa, Ethiopia’s largest urban market, aimed to analyze the determinants of consumer preference between local and imported rice. Employing a quantitative descriptive survey design, data were collected from 384 urban consumers using a structured questionnaire, and multinomial logistic regression was utilized to identify influencing factors. The findings reveal that quality-related attributes, specifically taste, cooking performance, and grain size/appearance are the most significant predictors of consumer preference for imported rice, with packaging also emerging as a strong determinant. Counter-intuitively, price sensitivity was positively associated with imported rice preference, suggesting that urban consumers perceive imported rice as offering superior value for its higher cost, while cultural influence was the only significant predictor that strongly favored local rice, and availability did not significantly differentiate preferences. The study concludes that the persistent reliance on imported rice is largely driven by a perceived quality gap, highlighting that merely increasing domestic production volume is insufficient; achieving rice self-sufficiency necessitates a strategic shift towards enhancing the quality, branding, and marketing of local rice to align with urban consumer preferences.Item Influence of Social Media Marketing on Consumer Purchasing Intention: the Case of Dstv Company in Addis Ababa(A.A.U, 2025-06-07) Bezawit Kebede; Meskerem (PhD)This research investigates the influence of social media marketing on consumer buying intentions among DSTV subscribers in Addis Ababa, Ethiopia. With the extreme expansion of digital platforms, firms more and more rely on social media to impact consumer behavior. Yet, there is limited empirical research on how SMM influences subscription-based services within emerging economies such as Ethiopia. This study addresses this gap by investigating five SMM dimensions social media advertising, platform credibility, customer reviews and information accessibility and how they influence purchase intentions. The study design employed was quantitative in which data was collected from 352 DSTV customers using structured questionnaires. Descriptive and inferential statistical analysis, correlation, and multiple regression were employed to analyze the data using SPSS. The results indicated that there were high positive relationships among all variables of SMM and purchasing intentions, wherein the strongest was that of platform credibility and social media advertising. Online reviews of consumers and informativeness also contributed, albeit less so. The study suggests that DSTV and similar subscription based firms should focus on trust building via authentic platforms, engage in optimal targeted advertising, and manage online reviews to enhance consumer engagement and subscription levels.Item Assessment of Opportunities and Challenges of Micro-Insurance Products in the Ethiopian Insurance Industry(A.A.U, 2025-01-07) Zufan Abebe; Workneh Kassa (PhD)The main objective of the study is to assess the challenges and opportunities of micro-insurance products in Ethiopia. The study is based on qualitative and descriptive studies to collect the data from the main actors that are being involved in the delivery of the micro-insurance products in Ethiopia. Thus data were collected using open ended interviews with experts in the area of insurance industry. The main findings showed that there is still a business opportunity for micro insurance business in Ethiopia (as indicated by about 96 percent of the sampled respondents). Nevertheless, only 33 percent (9 out of 27) of the respondents indicated that their company is currently engaged in micro insurance business. The type of micro-insurance products that firms currently provide to their clients include: Index based livestock insurance, index-based crop insurance, credit life insurance, individual loan, consumption loan, micro-business loan. The index-based livestock and crop-index based crop insurances are the ones frequently stated by the firms. The most significant factors indicated by the respondents as influencing the opportunities for micro-insurance products are: i) Presence of a large population with low income in the country which can serve as a good customer base for microinsurance products, ii) Existence of many cooperatives and informal associations in rural areas can be a good distribution channels (marketing) for micro-insurance, and iii) Presence of conducive legal frameworks and directives that encourage the micro-insurance product marketing in Ethiopia. On the other hand, the three most important factors serving as challenges to the microinsurance product marketing in Ethiopia are: i) Low level of public awareness on insurance products in general and micro-insurance in particular, ii) Inadequacy of guidelines or directives to operate the microinsurance On the other hand, the three most important factors serving as challenges to the microinsurance product marketing in Ethiopia are: i) Low level of public awareness on insurance products in general and micro-insurance in particular, ii) Inadequacy of guidelines or directives to operate the microinsurance marketing ,and !!!Lack of Skilled man power in the areas of micro – insurance . The issue of the law level of public awareness to the micro -insurance seems so pervasive in the Ethiopian context The study recommends that there must be an enhanced awareness creation among the government and public institutions on the importance of micro-insurance. Enhanced public private partnership (PPPs) also needs to be a priority for micro-insurance dissemination. At the same time commitment of the government is essential to grow and sustain the business of micro-insurance. Improving the existing regulatory directives and framework for micro insurance is also another recommendation based on this study.Item The Role of Strategic Orientations on Organizational Performance: the Moderating Effect of Government Regulation (the Case of Ethio Telecom)(A.A.U, 2025-05-17) Belete Ejigu Zeleke; Asres Abitie (PhD)In today’s dynamic and regulated global markets, strategic orientation is increasingly recognized as a key determinant of organizational performance, particularly in emerging economies where external constraints such as government regulation are pronounced. This study investigates The Role of Strategic Orientations on Organizational Performance: The Moderating Effect of Government Regulation, with a specific focus on Ethio Telecom. The general objective was to examine how strategic orientations affect performance in public enterprise, while the specific objectives were: (1) to analyze the effect of Market Orientation, (2) evaluate the influence Innovation Orientation, (3) assess the influence of Technology Orientation, (4) investigate effect of Entrepreneurial Orientation, (5) examine the impact of Learning Orientation, and (6) explore the moderating role of Government Regulation in relationships between strategic orientation and performance. The research was guided by ResourceBased View (RBV), Dynamic Capability Theory (DCT), and Contingency Theory. The study employed concurrent triangulation mixed-methods approach. A descriptive and explanatory research design was adopted. The study used both probability (stratified random sampling) and non probability (purposive) sampling technique to select 196 valid respondents from top, middle, and lower-level managers, complemented by purposive sampling for qualitative insights a total of seven key informants from HRM, Strategic program, Finance oppression, Marketing, Technology and Supply chain management departments. Both primary data (structured survey questionnaire and interview guide) and secondary sources (internal documents and reports) were utilized. Data were analyzed using SPSS (for descriptive and regression analyses) and PROCESS Macro Model 4 (for Moderation analysis with 5,000 bootstrap samples). Findings from descriptive analysis revealed Ethio Telecom possesses strong Market Orientation (M = 4.20), particularly in Customer Orientation (M = 4.27) and Inter-functional Coordination (M = 4.25), but lags in Competitor Orientation (M = 4.09). Innovation Orientation is notable yet constrained by a top-down structure and limited risk tolerance. Technology Orientation (M = 3.97) and Learning Orientation show internal strengths but weak external knowledge acquisition. Inferential analysis confirmed significant positive effects of all five strategic orientations on organizational performance (R² = 0.696), with Market Orientation (B = 0.415, p < 0.001) having the strongest influence. The Moderation analysis revealed that while both strategic orientation (B = 4.168, p < .001) and government regulation (B = 2.486, p < .001) positively affect performance, the interaction term was negative and significant (B = –0.665, p < .001), indicating that higher/strict regulation weakens the impact of strategic orientation. Conditional effects confirmed this diminishing trend across increasing levels of regulation. Key recommendations include enhancing Competitor Orientation, deepening technology integration, fostering bottom-up innovation and promoting a learning-based culture as well as adopts performance-based governance (performance-oriented regulatory framework), enhance strategic autonomy (greater decision-making freedom) and promote regulatory flexibility (adaptive and sector-sensitive regulations).Item The Mediating Role of Research and Development Performance in the Relationship Between Entrepreneurial Orientation and Firm Performance in Arbegona, Sidama(A.A.U, 2025-05-03) Aklil Workneh; Yared Asrat (PhD)This study investigates the mediating role of research and development (R&D) performance in the relationship between entrepreneurial orientation (EO) and overall firm performance. Entrepreneurial orientation is conceptualized through three key dimensions: innovativeness, proactiveness, and risk -taking. While past studies have often linked EO to enhanced firm performance, this research proposes that R&D performance is a central internal capability that translates entrepreneurial orientation into tangible business outcomes. The study aims to examine the individual effects of EO dimensions on R&D performance and subsequently assess whether R&D performance significantly contributes to overall firm performance. A quantitative approach was employed using data collected from 237 MSMEs operating in Arbegona woreda, Sidama region. A 7-point likert scale questionnaire was used to collect data from respondents. Mean and standard deviation were used to present the result of respondents’ level of agreement to the study variable and correlation and regression analysis were conducted to identify the significant factors that affect firm performance in addition, descriptive statistics was also used to present the result. This offers strong evidence that entrepreneurial orientation comprising innovation, proactivity, an d risk-taking plays a key role in driving the performance of MSMEs in Arbegona, Sidama. Each dimension of entrepreneurial orientation showed a strong, statistically significant relationship with firm performance. The research also shows R&D performance as a driver of firm performance. Finally, the study also revealed a significant mediating role for R&D performance, especially on innovation.Item The Impact of Human Resource Practice in Digital Transformation the Case of Zamzam Bank(A.A.U, 2025-05-12) Ekram Rahmeto; Demeke Chemsisa (PhD)The purpose of this study was to examine the impact of HR practices on digital transformation outcomes in the case of ZamZam Bank, the first interest-free bank in Ethiopia. A structured questionnaire and systematic random sampling were used as instrument and technique respectively. The sample for the study was comprised of 261 respondents representing different functions of the bank. Of these, 236 questionnaires had been duly completed and returned, resulting in a 90% response rate. Quantitative data were analyzed using correlation and multiple regression analysis through SPSS version 25. The findings revealed that Digital Skills Proficiency, Employee Engagement, and Alignment of HR Policies with digital objectives significantly and positively influenced digital transformation outcomes, with p-values less than 0.001. Notably, Training and Development Programs and Talent Acquisition Strategies did not show statistically significant effects. Key findings indicate that enhancing digital skills and fostering employee engagement are critical for successful digital transformation. The study concludes that ZamZam Bank should focus on aligning its HR practices with digital transformation goals. By prioritizing employee engagement and ensuring that HR policies support these objectives, the bank can create a more adaptive and innovative workforce. This strategic alignment will not only facilitate effective digital transformation but also strengthen the bank's competitive position in the Islamic banking sector. Keywords: Islamic banking, Digital transformation, Human resource, Digital technologiesItem Factors Affecting Technology Adoption in Improving Efficiency in Addis Ababa’s Textile Manufacturing Sector(A.A.U, 2025-06-23) Tsigie Getie Adane; Gemechu W. Olana (PhD)This study examines how technology uptake has impacted business performance in the Addis Ababa textile manufacturing industry, threats and opportunities. Textile industry development is at the center of Ethiopian economic growth and employment as fueled by emerging technologies in automation and analytics. Effort is however hindered by low technology, low skills, and infrastructural vulnerabilities. Adapting to these vulnerabilities necessitates strategic governmental investment and employee skills enhancement. Motivated by vision that focuses on augmenting productivity and competitiveness, the research is focused on key determinants in technology such as automation, information technology, personnel training, and utilization of data. The data were obtained through the administration of structured questionnaires by 187 textile companies randomly and systematically selected from a population of 350 companies to ensure variability. Secondary data and primary responses were used as sources of information. Descriptive analysis revealed moderate adoption levels with average scores of 3.22 for automation, 3.31 for information systems, and 3.37 for supply chain integration. Interestingly, as a fact, expenditures on training and skill development were over 3.90 of the mean, suggesting concern at the high levels regarding appropriateness. Awareness of technological advantages irrespective of it, views on competitiveness and effectiveness were unclear. Inferential statistics produced high significant positive correlations: highly significant correlation (0.981) between automation and IT system implementation, and significant correlations between data analytics usage and IT systems (0.941), and between automation and data analytics usage (0.916). Regression analysis produced 83.5% variance explanation in efficiency by independent variables, with information systems technology explaining the most. The findings support technology spending and business performance dependence on a planned technology and human resource management foundation. Enterprise-level technology integration, improved training, and stakeholder engagement in maximizing productivity are proposed solutions. Mid-level reduction of stakeholder resistance, implementation complexity, and organizational long-term alignment are proposed solutions. Long-term effects of technology adoption and workers' attitudes would be a topic for future research to examine long-term development of Ethiopia's textile sector.Item The Effect of Digital Marketing Strategies on Brand Awareness and Customer Engagement: a case study of startup Tech Companies in Ethiopia(A.A.U, 2025-05-09) Helen Zeberga; Desalegn Amlaku (PhD)This study investigates the effect of Digital Marketing Strategies (DMS) on Brand Awareness (BA) and Customer Engagement (CE) among Ethiopian startup tech companies, exploring BA’s mediating role. Using a cross-sectional survey design, data from 200 respondents in Addis Ababa were collected via a structured questionnaire, analyzing DMS (e.g., Social Media Marketing, Content Marketing), BA (recognition and recall), and CE (satisfaction, loyalty, advocacy). Employing Partial Least Squares Structural Equation Modeling (PLS-SEM), findings reveal DMS significantly enhances BA (β = 0.631, p < 0.001) and CE (β = 0.526, p < 0.001), explaining 54.5% of CE’s variance (R² = 0.545). BA partially mediates the DMS–CE relationship (indirect effect: 0.2025, 95% CI [0.1001, 0.3092]), accounting for 25.4% of the total effect. Social Media Marketing (r = 0.534) and Content Marketing (r = 0.549) are key drivers, while Email Marketing shows weaker impact (r = 0.370). The study, validated by expert consultations, contributes to digital marketing scholarship in emerging markets and offers actionable strategies for startups to leverage platforms like Tiktok and WhatsApp to boost brand visibility and engagement in Ethiopia’s growing digital ecosystem. Despite limitations like the cross-sectional design, these findings provide a robust foundation for enhancing startup competitiveness.Item The Effect of Project Constraint Management in the Case of Catholic Relief Services Ethiopia(A.A.U, 2025-06-19) Mihret Tsegaye; Dejene Tulu (PhD)Project success is a critical concern for non-governmental organizations (NGOs), particularly in resource-constrained environments where effective management of project constraints time, cost, and scope is essential. This study investigates the effect of project constraints management on project success in the case of Catholic Relief Services Ethiopia. The objective is to assess how the management of these key constraints influences the achievement of project goals in terms of Project Cost, Time and Scope. The research method used was the quantitative research method and the research design was descriptive and explanatory research design. The primary data was obtained using structured questionnaires that were administered to 183 project and Finance staff by CRS at Ethiopia. The outstanding valid responses were 171 and are analyzed based on descriptive statistics as well as Pearson correlation and multiple linear regression as a way of assessing relations between the independent variables (time, cost, and scope management) and the dependent variable (project success). The results indicate that the three project constraints which are; time, cost and scope affect the project success positively and significantly. Of these, scope management yielded the most results implying that focusing on how best to specify a project and have it managed has more implication in successful project deliverable than time and cost management process. The second most influential factor was the cost management and the third was time management. These findings demonstrate the relevance of combined constraint management to enhance the work of projects in the NGO environments. In line with its findings, the study suggests that CRS improves its strength in project planning, definition of scope, budgeting, and monitoring so that it could deal with the constraints to ensure better project outcomes. A further duration of putting resources into staff preparation and institutionalized project management methods will carve out a working future of the organization with successful tasks. Future studies can take the view of a larger scope involving numerous NGOs to get a wider generalizability of the study. Key Words: Project success, Project Constraint Management, time management, cost management, scope management, Non-Governmental Organizations.Item The Impact of Service Quality on Customer Satisfaction in the Case of Ethiopian Commodity Exchange (ECX) Concerning the Coffee Market(A.A.U, 2025-05-04) Kalkidan Alemayehu; Desalegn Amlaku (PhD)This study investigates the impact of service quality on customer satisfaction within the Ethiopian Commodity Exchange (ECX), specifically focusing on the coffee market. Using the SERVPERF model, five key service quality dimensions tangibility, reliability, responsiveness, assurance, and empathy were analyzed to determine their influence on customer satisfaction. A quantitative research approach was employed, utilizing structured questionnaires distributed to a randomly selected sample of 322 coffee traders, of which 274 responses were valid for analysis. Descriptive and inferential statistical techniques, including correlation and multiple regression analysis using SPSS v25, were applied to assess the relationships among the variables. The findings revealed that tangibility (β = 0.521, p < 0.001), reliability (β = 0.174, p = 0.002), responsiveness (β = 0.165, p = 0.012), and empathy (β = 0.167, p = 0.001) had statistically significant and positive effects on customer satisfaction. In contrast, assurance (β = 0.023, p = 0.720) did not show a significant impact. The model explained 68.0% of the variation in customer satisfaction (Adjusted R² = 0.680). The study concludes that performance-based service delivery is a strong predictor of customer satisfaction in commodity trading platforms like ECX. It recommends that ECX prioritize improvements in responsiveness, personalization, and physical service attributes while addressing gaps in employee competence and trustbuilding. These insights offer valuable guidance for ECX management, policymakers, and stakeholders seeking to enhance service quality and customer experience in Ethiopia’s agricultural markets.Item Effect of Motivational Factors on Organizational Commitment(A.A.U, 2025-04-29) Bethlhem Mulugeta; Hailemariam (PhD)This study examined the impact of extrinsic motivational factors on organizational commitment among teachers at Gibi Gebreal and Holy Trinity Cathedral private schools in Addis Ababa, Ethiopia. A mixed-methods design was employed, combining quantitative surveys (148 teachers, 90.2% response rate) and qualitative interviews (12 participants). Teachers were selected through a census sampling technique, encompassing all 164 teaching staff across both schools. Quantitative data were analyzed using descriptive and inferential statistics (SPSS v26), including correlation and regression analysis, while qualitative responses were thematically coded (NVivo 12). Findings revealed that salary satisfaction had the strongest correlation with commitment, followed by working conditions and supervision quality, while training showed moderate influence. Qualitative themes highlighted delays in salary payments, inconsistent supervision, and inadequate training opportunities. The study concluded that policy reforms such as competitive compensation, structured mentorship, and resource investment could enhance commitment.