The effect of e-marketing on customer satisfaction: The case of selected four star hotels in Addis Ababa
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Date
2018-06-21
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Addis Ababa University
Abstract
The purpose of this study was to examine factors that affect customers satisfaction on e-marketing services of the hotel industry. The study focused on five dimensions namely; Customization, Privacy, Global Accessibility of web pages, convenience and security which affect the e-satisfaction of the hotel customers. The study used mixed research approach to have a better insight and gain a richer understanding about the effect of e-marketing on customer satisfaction in the hotel industry from both the customers and the hotels point of view and the researcher has employed descriptive explanatory design to objectively answer the research questions. Both probability and non-probability sampling were used in the sampling technique. Purposive and convenience sampling, which are of non-probability sampling, were used to select the hotels and respondents among the e-marketing customers of the hotels respectively. Simple random sampling, which is of probability sampling, was used to select the hotels among the four star hotels. For achieving the study objective, 384 sample respondents were selected and data were collected in 5 point Likert scale questionnaire with closer assistance of the researcher. Additionally, the researcher has also used unstructured interview with the respective employees of the hotels to get assertive observations so that to get benefits of a mixed methods approach and to mitigate the bias in adopting only either quantitative or qualitative approach. The data, then, analyzed through descriptive and inferential statistics using linear regression. By the findings, out of the proposed five factors in affecting e-satisfaction of customers, the four factors namely; Customization, Privacy, Convenience and Security have found to be significant factors of e-satisfaction in the hotel industry and the remaining variable Global Accessibility of web pages was found to be statistically insignificant. Furthermore, on the basis of the research findings, appropriate recommendations along with implications for further studies have been forwarded
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Customization, Privacy, Global Accessibility of web pages