The Effect of Selected Market Success Factors on Customer Satisfaction in the case of Micro and Small Business Enterprises Operated in Woliso Town
| dc.contributor.advisor | G/Medhin, Mulugeta (PhD) | |
| dc.contributor.author | Habtu, Tewodros | |
| dc.date.accessioned | 2019-04-05T08:05:02Z | |
| dc.date.accessioned | 2023-11-04T14:07:53Z | |
| dc.date.available | 2019-04-05T08:05:02Z | |
| dc.date.available | 2023-11-04T14:07:53Z | |
| dc.date.issued | 2018-06-13 | |
| dc.description.abstract | The purpose of this paper was to examine the effect of selected market success factors on customer’s satisfaction in the case of micro and small business enterprises operated in Woliso town. A structured questionnaire was developed. The hypothesis was also tested on a sample of 345 customers out of 384 distributed, giving a valid response rate of 89.84% percent. The questionnaires were analyzed using Cronbach’s Alpha, descriptive statistics, correlation & regression. The application used to analyze and examine the hypotheses is the Statistical Package for Social Sciences (SPSS) Version 20. The findings of independent variable of descriptive statistics has shown that, the mean score of selected market success variables i.e. marketing skills of business operators, product or service knowledge, prior business or industry experience, price fairness and customer service has been 3.49, 3.47, 3.67, 3.65 & 3.64 respectively. All selected market success independent variables have a significant correlation with the dependent variable “customer satisfaction” with 95% confidence interval & at 0.05 pvalue, by scoring a Pearson Correlation Coefficient “R-value” value of 0.576**, 0.636**, 0.580**, 0.577** & 0.584** respectively. In this case relatively product or service knowledge had a higher strong relationship with customer satisfaction than the other four independent variables. In addition to correlation analysis, further regression analysis was also conducted and the result indicates that all the selected market success factors have significant relation with customer satisfaction. Finally, the results are useful for MSEs operated in Woliso Town and pave the ways for further improvement and give a clue which factors better satisfy the customer | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17612 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Marketing skills of business operators | en_US |
| dc.subject | Product or service knowledge | en_US |
| dc.subject | Prior business or industry experience | en_US |
| dc.title | The Effect of Selected Market Success Factors on Customer Satisfaction in the case of Micro and Small Business Enterprises Operated in Woliso Town | en_US |
| dc.type | Thesis | en_US |