The Effect Of Electronic Marketing On Customer Satisfaction: The Case Of Four Star Hotels In Addis Ababa
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Date
2017-06-18
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Addis Ababa University
Abstract
The main objective of this study was to examine the effect of e. marketing on customer satisfaction towards the service provided by four star hotels in Addis Ababa Ethiopia A researcher used a probability technique which is systematic for the study a total of 260 questioner were distributed to customer of the four international hotels which rated as four star in Addis Ababa the response rate 241 participants was collected which is 92.7 percent response rate achieved and descriptive statics were used firstly to illustrate the main features of a data set in quantitative terms .The mean value for all variable ranged from 3.33 to 3.57, the standard deviation 0.651 to .736 kurtosis and skewness test demonstrated as the distribution was normal. The correlation analysis illustrated the relation between location facet and customer satisfaction was moderate correlated (r=0.482), the relation between technological facet and customer satisfaction was moderate correlated the relation between location facet and customer satisfaction was moderate correlated (r=0.397), the relation between social skill and customer satisfaction was moderate correlated(r =0.477), the relation between motivation and customer satisfaction was strong correlated (r=0.635), the relation between technical skill and customer satisfaction was strong correlated (r= 0.68) and all were tested as statically significant(sig.(2-taild)=000).The final test was done by regression analysis the result indicated that the effect of location facet, technological facet, and social skill over all in significant(sig. 0.177, 0.105, and 0.892 respectively) the effect of motivation(sig. 000) and technical
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skill(sig.000) the major finding Location facet, technological facet, and social skill are insignificant and also rejected on the other hand the two of the variables (motivation and technical skill) have a significance, positive and also supported influence on customer satisfaction. From the whole variables technical skill has higher positive influence on customer satisfaction.
Consequently, the researcher recommend for the management of the hotel to focus on the above
Statistically significant factors in order to satisfy their customers’ as well to make them loyal
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Keywords
Customers’ hotel Selection Factors, Customer Satisfaction