The Effect of Ethical Marketing on Customer Relation in Selected Private Hospitals in Ethiopia: The Case of Korea General Hospital (Mcm)
| dc.contributor.advisor | Temesgen Belayneh (PhD) | |
| dc.contributor.author | Tewodros Degefu | |
| dc.date.accessioned | 2024-01-29T11:00:03Z | |
| dc.date.available | 2024-01-29T11:00:03Z | |
| dc.date.issued | 2023-03 | |
| dc.description.abstract | In marketing practices, ethics are core building blocks in establishing trust, which in turn helps in building long-term customer relationships. In developed nations, ethical judgment of consumers has received considerable attention but in Ethiopian market setting, marketing ethics have barely been explored. Having good relations of customers, organizations could improve profitability by expanding their business and gaining a higher market share as well as repeat and referral business. The selling of spurious products is common to Ethiopian consumers. Ethics is a marketing tool used by the company to reach marketing objectives in fulfilling the target market. On the other hand, customers described ethics as the marketing tools used by companies to create profit. The general objective of the study was to examine the effect of ethics on customer relation and satisfaction in private hospitals in Ethiopia: a case study of MCM general hospital. This paper attempts to examine the consciousness among the consumers about marketing practices followed by the marketers in the MCM general hospital. The study is based on a well-defined schedule of five point Likert Scale. The results indicate that consumers are conscious about the marketing practices adopted by the marketers and they are mindful while making buying decisions. Further, the consumers prefer marketers following ethical practices in terms of offering product quality, pricing policy, sharing product information, respecting social and cultural values which in turn help in developing customer relations. In order to get a comprehensive data 371 customers are included in the study. The study used both primary and secondary data that were collected through a semi-structured questionnaire. Out of the 384 questionnaires that were distributed 371 questionnaires were filled and returned successfully. This represents a response rate of 96.61 percent. Data was analyzed using descriptive and inferential statistics. The study found that there is consistence and compatibility in the quality of the services, the price charged for the service is expensive, the company does not have good way of giving the information about the company, and the company remain using most of promotion tools like advertising using radio and television programs and other events. Based on these findings, the study recommends that company needs to know the sensitivity of price norms and due consideration need to be given in times of price setting by giving discount, image and experience and the company is recommended to work more on information norms area and expand their branch | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1484 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Ethical Marketing | |
| dc.subject | Customer Relations | |
| dc.title | The Effect of Ethical Marketing on Customer Relation in Selected Private Hospitals in Ethiopia: The Case of Korea General Hospital (Mcm) | |
| dc.type | Thesis |