The Effect Of Personal Selling On Customer Loyalty: The Case Of Ethiopian Airlines
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Date
2018-06-15
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Addis Ababa University
Abstract
The purpose of this study is to investigate the effect of personal selling on customer Loyalty: The
case of Ethiopian Airlines. The study used quantitative research method and employed
explanatory research design to objectively answer the research questions. For achieving the
study objectives, 384 sample respondents were selected through non-probable convenient
sampling technique. Accordingly, data were collected through self administered questionnaire
from sample respondents. Out of 384 respondents, workable data were obtained from 372
respondents. The Data was analyzed using SPSS software to obtain descriptive statistics,
comparing mean scores (i.e. independent t-test and ANOVA) and other analyses (i.e. correlation
analysis and multiple linear regressions). According to the study finding, among five variables,
two variables (selling skill and trust) were identified as the main factors that affect the loyalty of
Ethiopian Airlines customers. The study also finds out that the remaining 3 variables: selling
strategy, product or service knowledge and organizational policy and procedure knowledge have
no significant effect on the loyalty of Ethiopian Airlines Customers. The finding of the study
showed that there is a significance difference in perceiving the five factors between and among
the customers of Ethiopian airlines with different demographic profiles. Furthermore, on the
basis of the research finding, appropriate recommendations along with implications for further
studies have been forwarded.
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Keywords
Customer Loyalty, Personal Selling, Trust