The Effect of Key Account Management Strategy on Customer Satisfaction; In the Case of Ethiopian Airlines
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Date
2018-05-16
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Addis Ababa University
Abstract
The primary objective of the study was to analyze the effect of key account management strategy
on key accounts satisfaction. A conceptual model was developed and hypothesized .the resrecher
collected data from 107 organizations, registeredas key accounts by Ethiopian airlines. The
response rate for the study were 76.1%, SPSS V 21.0 used to analyze the data collected and to
test the hypotheses put forward. The finding of the study shows that the independent variables
named activity intensity and activity pro-activeness, actor`s commitment and relationship
building have a positive and significant effect in key account satisfaction in the case of Ethiopian
airlines, Which result in acceptance of the entire proposed hypothesis. These findings are
beneficial for the companies who are working in the airline industry and for Ethiopian airlines
itself. The study also recommended further studies on the area by including other variables to
increase understanding
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Keywords
Activity intensity, activity pro-activeness, Actor`s commitment