Analyzing Sales Performance Of Fixed Line Telephone Service - The Case Of Ethio Telecom

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Addis Ababa University


Telecom industries, like other service providing industries should assess their service marketing strategy.. The aim of this study is to analyze the service marketing mix elements especially 7P’s relationship as well as their impact on ethiotelecom fixed line sales performance. The research is descriptive in nature and survey questionnaire were used for the collection of data with personal face to face interview with branch manager, executives, officers and employees of the ethio telecom. The study questionnaire included 50 questions and the sample size was 104. Non probability judgment sampling technique was used to select the respondents. Descriptive statistics, ANOVA and multiple regressions were used to analyze the data. The results demonstrate that most of the variables have at least minimal relationship with ethio telecom fixed line sales performance. It is observed in the study that among the seven service marketing mix elements products and service, and price were found to have more positive relationship and effects on ethio telecom fixed line sales performance. The important finding help gather knowledge and understanding about the scenario of elements of service marketing mix and highlights elements that mostly influence the ethiotelecom fixed line product and service sales . The contribution made by the study is to make clear understanding about the concept of marketing mix tools that will help service marketing managers to properly construct and design customized fixed line telecom products and service with affordable price to satisfy their needs more effectively and efficiently through dynamic and innovative service marketing strategies



service marketing Mix, Sales performance, Telecom industries