Analyzing Factors Influencing Customers Preference To Use Training Services Of Ethiopian Aviation Academy
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Date
2017-05-02
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Addis Ababa University
Abstract
The objective of this research paper was to examine factors influencing customers’
preference to use training services of Ethiopian Aviation Academy. The researcher
thus tried to analyze the applicability of Jackson's (1982) hybrid model in regards to
brand preference of Ethiopian aviation academy. The selected conceptual framework
was on factors affecting students' college choice preference; from college
characteristics which are costs/price, reputation of the institution, academic
program/availability, facilities and advertizing was analyzed. A quantitative research
design was applied to research the causal relationship of the college choice preference
and determinants of college choice. A stratified sampling technique was conducted to
contact the sample respondents’ form the five training schools of the academy.
Applying a structured questionnaire written in English the researcher distributed to 170
trainees in person. The analysis was done using descriptive and inferential statistics by
using SPSS version 20. The research finding clearly indicates that College Reputation
has positive relationship with college choice decision/preference. Price has a negative
relationship with customers’ college choice preference. This means that a one unit
increase in price will result a decrease in customers college choice preference.
Advertising has also a positive relationship with college choice decision/preference.
Therefore, the academy has to work on its branding to maintain its reputation, must
increase its promotional activities on Television and Radio and design best pricing
policy to maintain and attract customers brand preference.
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Keywords
advertizing, institution