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Effect of Electronic Marketing on Customer Satisfaction: The Case of Four Star Hotels in Addis Ababa


Abel Mezgebe*


Department of Marketing Management, Mekelle University, Mekelle, Ethiopia. 

*Correspondence: mezgebeabel87@gmail.com

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ABSTRACT

The main objective of this study was to determine the effect of e. marketing on customer satisfaction towards the service provided by four-star hotels in Addis Ababa, Ethiopia. A researcher used a probability technique which is systematic for the study a total of 260 questioners were distributed to the customer of the four international hotels which rated as four-star in Addis Ababa the response rate of 241 participants was collected which is a 92.7 percent response rate achieved and descriptive statics was used firstly to illustrate the main features of a data set in quantitative terms. The mean value for all variables ranged from 3.33 to 3.57, the standard deviation 0.651 to .736 kurtosis, and the skewness test demonstrated as the distribution was normal. The correlation analysis illustrated the relationship between location facet, technological facet, social skill, and customer satisfaction was moderately correlated (r=0.482, r=0.397 and r=0.477) respectively, the relationship between motivation, technical skill, and customer satisfaction was strongly correlated (r=0.635and r= 0.68) respectively and all were tested as statistically significant (sig. (2-tailed)=000). The final test was done by regression analysis the result indicated that the effect of location facet, technological facet, and social skill overall insignificant (sig. 0.177, 0.105, and 0.892 respectively) the effect of motivation (sig. 000) and technical skill (sig.000) the major finding Location facet, technological facet, and social skill are insignificant and also rejected on the other way the two variables (motivation and technical skill) has a significance,  positive and also supported influence on customer satisfaction.  Consequently, the researcher recommends for the management of the hotel to focus on the above statistically significant factors in order to satisfy their customers’ as well to make them loyal. 


Keywords: Customers’ satisfaction, Selection factors, Electronic marketing, and Customer satisfaction.


Citation: Mezgebe A. (2020). Effect of electronic marketing on customer satisfaction: the case of four star hotels in Addis Ababa, Int. J. Manag. Account. 2(4), 74-95. https://doi.org/10.34104/ijma.020.074095


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