Customers' perception of Ethiopian telecommunications corporation's marketing communication practices: the case of Addis Ababa
No Thumbnail Available
Date
2011-05
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa Universty
Abstract
Creating effective communication with customers is the most important aspect of
service marketing. Todate we still have poor understanding of the role of effective
communication with customers in attracting and monitoring prospect and present
customers. This research project e valuates the effectiveness of advertising
campaign and personal selling practices of Ethiopian Telecommunication
Corporation (ETC) with the aim of finding solution to improve the existing
communication and customer satisfaction. A sample of 400 respondents was
selected in terms of service type determined by stratified s ampling. Among which,
373 responded. The data collected from 373 respondents was analyzed based on
predetermined rating factors and expected result of performances. The findings of
the analysis reveal that ETC's advertising and personal selling indicated average
performance in providing information, creating awareness, and building company
image and enforcing brand loyalty. The findings also show lack of integration
between advertising and p ersonal selling. The research project finally
recommended some corrective measures to overcome the problems of existing
marketing communication system in general and advertising campaign and
personal selling in particular.
Description
Keywords
Marketing communication