Effect of Extended Marketing Mix and Corporate Image in Customer Attraction: Case on Ethiopian Shipping and Logistics Service Enterprise Freight Forwarding Sub Sector
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Date
2016-05
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Addis Ababa University
Abstract
Customer attraction is a key element in modern competitive markets to remain in the market and be able to make profits. Factors that affect customer attraction have critical importance.
The main objective of this paper is to assess the effect of extended marketing mix (Fully on the 3ps; people, process and physical evidence) and corporate image on customer attraction: case on Ethiopian shipping and logistics service enterprise freight forwarding sector, regression use of data of ERCA only on export facilities of three items (coffee, oilseed and spices) by taking eleven years consecutive data from 2005 to 2015 GC. Four variables (people, process, physical evidence and corporate image) that affect customers’ attraction were selected to analyze. The present study is a vivid survey one. It aims to explore the effect of extended marketing mix components and corporate image in terms of customers and some employee perspective of Ethiopian shipping and logistics service enterprise. Four hypotheses were developed. The population was customers and some employee of Ethiopian shipping and logistics service enterprise and a self-administrated 100 questionnaires was disseminated to collect data. Reliability was confirmed by cronbach’salpha. Data analysis was based on correlation and regression analyses with SPSS software. The results indicated that of the extended marketing mix element people have positive and statistically significant impacts on attraction, while physical evidence and corporate image had positive and statistically insignificant impact, and finally process had negative and statically insignificant impact. This leads the student researcher to conclude in the last section that Ethiopian shipping and logistics service enterprise should improve process and physical evidence targeting element dimension through the increasing availability of sufficient and modern facilities equipment to enhance dependability. Finally, people are the key driver of customer attraction indeed focusing and engineering the institution and alongside with people in corporate image could enhance ESLSE better to attract
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Customer attraction, extended marketing mix, corporate image