Identification of Information Seeking Behaviour: in Case of Ethio Telecom Customers
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Date
2021-02
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Addis Ababa University
Abstract
The aim of this study is examine the information need and information-seeking behaviour of Ethio telecom customers based in Bahir Dar town. A structured questionnaire was used to collect pertinent data from sample respondents. A total of 385 sample respondents were recruited using a systematic random sampling technique. The mean and standard deviation andcross-tabulation were used to test the relationship between dependent (Types of information needed,Source of information and Challenges encountered when seeking for Information) and independent variables (demographic characterstics of respondents and customer relationship with the company). Data were collected through personal-administered questionnaire. Descriptive analysis results revealed that website and contact centre are preferred information channels, but self-care application, IVR and mass media are not preferred. Interms of information need ethio telecom customers in Bahir dar town need information about almost all kind of products except Domain Name System, FAX, VPN and CRBT service. Availability of information sources, Lack of awareness about source of information, Reliability of credibility of the information source, Ability of sources to meet information, Affordability of the information sources, Difficulty in accessing both print and online material, Lack of accessibility of sources, Lack of time, Inadequate current information material were found as Challenges encountered when seeking for Information.
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Keywords
Information Need, Information-Seeking Behaviour, Information Seeking, Ethio Telecom, Customer