The Effect of Marketing Mix Elements program on Brand Loyalty: The Case of Ethiopian Airlines
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Date
2016-05
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Addis Ababa University
Abstract
This study was intended to examine the effects of marketing mix elements program
on brand loyalty in context to Ethiopian Airlines S.c. as the leading Pan African air
line and as its vision to be the world class airline in its 15 years strategic plan, the
airline is facing a tough competition with the rivals in the industry. Its marketing
activities can be examined in relation to brand loyalty of the organization because
brand success has power to allow marketers to gain competitive advantage. The study
used a quantitative research where a questionnaire was administered to
international passengers of Ethiopian Airlines who used Addis Ababa Bole
international airport during the data collection time by employing sample size
determinants like: confidence level, confidence interval and population. A
systematic sampling technique was used. The questionnaire consisted of factors
like; brand loyalty, product, place, price and promotion. 420 questionnaires has
distributed and out of 402 recollected respondents 379 are considered as valid
respondents for further investigation. The study is quantitative research approach and
the collected data are analyzed by scale reliability for questionnaire scaling validity,
descriptive statistics, factor analysis, Pearson correlation analysis and multiple
regression analysis with a view to know that at what level both marketing mix and
brand loyalty are related with each others. The collected data revealed that there has
been a positive effect and positive relationship among different dimensions of
marketing mix elements and brand loyalty of Ethiopian Airlines S.C. This study
indicates on selectivity of right marketing activities to suit the particular business at
a particular time and then to use it at particular situation. Further research can be
held with more samples by extending the area of research
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Keywords
Brand Loyalty, Product, Place