Determinants of Relationship Marketing: The Case of Ethiopian Airlines

Determinants of Relationship Marketing: The Case of Ethiopian Airlines

Adanech Gedefaw

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Abstract

Ethiopian Airlines is one of the most successful organizations in Ethiopia; however, there is virtually no formidable data on determinants of relationship marketing. Therefore, the objective of this study is to assess the determinants of relationship marketing on overall relationship quality of Ethiopian Airlines. The study employed both quantitative and qualitative study approaches. Both domestic and international flight clients, who fly Ethiopian during the study periods, were respondents for the five Likert scale survey questionnaire. Semi-structured key informant interview was also conducted with employees of the organization. As the theory predicts, this study also confirms that conflict handling is the first strong contributor followed by commitment, communication, and trust. In addition to this, descriptive and interview results show that the airline relationship quality is good; sociable; and show good hospitality. While the airline is generally successful in maintaining quality relationship with its clients, certain problems such as poor conflict handling, unequal customer treatment, and delays in informing flight schedule changes require attention.

References

15 Cites in Article

Reference Format

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Adanech Gedefaw. 2014. \u201cDeterminants of Relationship Marketing: The Case of Ethiopian Airlines\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E3).

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GJMBR Volume 14 Issue E3

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

antecedents ethiopian airlines relationship marketing

Submission ReceivedDecember 11, 2013
Peer Review Double Blind
Handling Editor
Accepted January 3, 2014
Published January 15, 2014

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v1.2

Issue date

June 30, 2014

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Article Matrices

Total Score: 71

Country: Ethiopia

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Adanech Gedefaw (PhD/Dr. count: 0)

View Count (all-time): 160

Total Views (Real + Logic): 4434

Total Downloads (simulated): 2264

Publish Date: 2014 06, Mon

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Total Views: 4434

Total Downloads: 2264

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