The Effect of Content Marketing on The Satisfaction of Sheba Miles Member: The Case of Ethiopian Airlines Group
| dc.contributor.advisor | Mesfine Workeneh (PhD) | |
| dc.contributor.author | Misker Worku | |
| dc.date.accessioned | 2025-07-30T10:13:18Z | |
| dc.date.available | 2025-07-30T10:13:18Z | |
| dc.date.issued | 2024-10 | |
| dc.description.abstract | This study aimed to investigate the effect of content marketing on the satisfaction of Sheba miles member in Ethiopian Airlines Group. The study used quantitative and qualitative research approach distributed to Sheba miles members. Sheba miles members of Ethiopian Airlines passengers were taken as a study population more than 3.2 million members. A sample of 385 respondents were selected by applying sample size determinants: like confidence level, confidence interval and population. Convenience sampling technique was used. A total of 385 valid usable primary data were collected by using self administered questionnaire at Addis Ababa Bole International Airport terminal of Sheba sliver, Sheba gold and Sheba platinum lounge. The data analysis was carried out by using descriptive statistics while the inferential statistics was adopted for multiple linear regression analysis by the help of SPSS Version 26.0 statistical software. Based on the analysis, the results revealed that all the variables Reward Offering, Continued Membership, Engagement metrics, Content Marketing Strategies, Feedback and Interaction had a positive and statistically significant relationship with Sheba miles member satisfaction. In conclusion, all the five variables had positive and significant effect on Sheba miles members’ satisfaction. This research provides valuable contribution for loyalty department of Ethiopian Airlines. Finally, the researcher recommended further study using more samples by considering outstations of Ethiopian Airlines Sheba miles members to know the customers’ satisfaction level. Keywords: Sheba miles member, Ethiopian Airlines, FFP, loyalty program, Reward Offering, Continued Membership, Engagement metrics, Content Marketing Strategies, Feedback and Interaction. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5836 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Effect of Content Marketing on The Satisfaction of Sheba Miles Member: The Case of Ethiopian Airlines Group | |
| dc.type | Thesis |