The Effect of Sales Promotion on Customer Loyalty In lubricant Products in Addis Ababa: In the Case of Total Ethiopian S.C
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Date
2018-05-02
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Addis Ababa University
Abstract
Sales promotion has been an important part of marketing since companies began to recognize the relevance of having control over their image of the brand. It is a key ingredient in marketing campaigns, & consists of a diverse collection of incentive tools, most short term designed to stimulate. The fact that how foundational most organization recognize sales promotion to be, but just how little companies are willing to spend to get it done right. Which indicate, there is lack of knowledge of understanding of the vital role of sales promotion in one‟s business success with the relationship between sales promotion & customer loyalty Therefore, the objective of this research paper is to determine the effect of sales promotion quality, monetary saving, convenience & entertainment on customer loyalty at Total Ethiopian S.C. Non-probability sampling technique of convenience Method was used & the data collection methods were documents, questionnaire & interview. A total no of 384 questionnaires were distributed in Addis Ababa which two selected sub-cites which is lideta and kolfe the target populations are individual and corporate customers.
The questionnaires were analyzed using Cronbach Alpha, descriptive statistics, ANOVA, correlation & regression. Sales promotion dimension quality, monetary saving, convenience & entertainment have a strong relationship with customer loyalty & the variability of customers overall loyalty can be explained to the extent of 58.0% by sales promotion dimension, quality, Monterey saving, convenience & entertainment. Finally, it was recommended that, to keep the highest customer loyalty through sales promotion i.e. “quality” and Monterey saving of products is a major determinant factor &; to enhance customer loyalty on few major strength of the company through assuring the actual delivery of the claimed sales promotion with continuous customers reward. The effect of sales promotion on customer loyalty in lubricant products to mean there is strong correlation between qualities of products. Monitory saving of products & loyalty. However, it could have been better to work more on the quality of the products in order to increase the customer‟s loyalty level & to do further study to identify the reason behind this result.
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Sales Promotion, Customer Loyalty, convenience