The relationship marketing strategy in competitive market: a case study of Ethiopian airlines branch office in Uganda

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Kampala International University, College of Economics and Management
The research was done to assess the Relationship Marketing Strategy satisfaction of Ethiopian Airlines (EAL), and the research used customer satisfaction and the airline’s overall performance as its measure. Purposive sampling technique was used to select sample respondents, and twenty two (22) Ethiopian Airlines’ employees and ticketing agents in Uganda were chosen purposely for the survey. Unstructured interview was also conducted with five (5) purposely selected EAL’s employees in Uganda branch office to gather the airline’s overall Relationship Marketing and Customer Handling strategy. Both primary and secondary data were used for the survey. Primary data were gathered directly from sample respondents through self-administered questionnaires. Secondary data such as annual reports, publications, and flight magazines were also referred to back up the analysis. The study attempted to assess the role of relationship marketing in Ethiopian Airlines customer Relationship management. The finding from the analysis of responses indicated that relationship marketing leads very highly in understanding customer psyche, address them better, building trust to customers and partnering. The study further shows that if the airline’s stated roles are done with utmost value by the management it will definitely lead to various outcome necessary to keep the business going and to have customers which are satisfied and which will eventually be trusting the company and possibly become partners of the business.
A Dissertation Presented to the School of Postgraduate Studies and Research Kampala International University Kampala, Uganda in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration Human resource Management)
Relationship marketing strategy, Competitive market, Ethiopian airlines, Uganda