Department of Marketing Management

Permanent URI for this collectionhttps://repository.mu.edu.et/handle/123456789/116

Browse

Start date: 2025Has files: Yes

Search Results

Now showing 1 - 10 of 17
  • Item
    FACTORS AFFECTING DEPOSIT MOBILIZATION IN PRIVATE COMMERCIAL BANKS: THE CASE OF AWASH INTERNATIONAL BANK S.C.(MEKELLE BRANCH)
    (Mekelle University, 2025-10-23) TESFALEM GEBRESLASSIE
    The main business for banks is accepting deposits and granting loans. The more loans the banks disburse, the more profit they make. Also, banks do not have a lot of their own money to give as loans. They depend on customer deposits to generate funds for granting loans to other customers. This process is known as deposit mobilization. This paper aimed to examine and assess the deposit mobilization of private commercial banks. Those having two years or more experience, senior Mekelle area branches employees were selected for data collection. The research has used a questionnaire and structured interview discussions for employees of Awash International Bank Share Company. The result shows that the Aggressive branch expansion of Commercial Bank of Ethiopia, the current 70 Kare house construction program, people's attitude towards using private banks, and poor parking areas strongly influence the deposit mobilization process of Awash International Bank S.C. Opening of additional branches, aggressive promotion, and upgrading service delivery can boost the deposit balance of a bank positively. The study suggests the management of the bank should arrange and apply an incentive program, such as coupon prizes to attract more depositors, open additional branches near to the customers, promote excellent services and other mores are discussed in the research.
  • Item
    THE EFFECT OF SOCIAL MEDIA ADVERTISEMENT ON CUSTOMERS' ATTITUDE: - A SURVEY OF COSMOTICS INDUSTRY IN MEKELLE CITY
    (Mekelle University, 2025-11-20) GENET TSEGAY
    The impact of social media advertising on customer attitudes in the cosmetics industry remains underexplored, particularly within the Ethiopian market. This study investigates how social media influences consumer attitudes in a survey in cosmetics industry and used both explanatory and descriptive research designs, data were collected through questionnaires distributed across three sub-cities. A five-point Likert scale was used, with 384 questionnaires distributed and 357 valid responses analyzed. Descriptive statistics were employed to present the demographic characteristics of the respondents, while multiple linear regression analysis examined the relationship between four independent variables—product reviews, influencer endorsements, interactive advertising capabilities, and customer expectations—and the dependent variable, customer attitude. Data analysis was conducted using STATA 14.0. The results revealed that social media advertising has a positive and significant impact on customer attitudes. Specifically, product reviews, influencer endorsements, interactive advertising capabilities, and customer expectations were found to significantly shape attitudes toward cosmetic products. These findings highlight the importance for advertisers to strategically leverage social media features to enhance customer engagement and purchase intentions. The study offers valuable insights for marketers seeking to harness the persuasive potential of social media in emerging markets such as Ethiopia.
  • Item
    FACTORS INFLUENCING BROADBAND SERVICE QUALITY ON KEY ACCOUNT CUSTOMER SATISFACTION
    (Mekelle University, 2025-09-23) Yoseph Teklehaymanot
    The Significance of service quality for business performance has been recognized in the literature as a matter of survival. The main objective of the study was to assess and analyze the influence of broadband service quality on key account Customers Satisfaction at Ethio Telecom Mekelle Branch. A theoretical framework was used as a guideline to test the influence of broadband service quality dimensions on customer satisfaction. The research is descriptive and casual with quantitative approach. In order to achieve the objective of the study, the researcher employed both secondary and primary data. For this study, a questionnaire was used and completed by 109 customers from key account users. Correlation analysis was tested to see the relationship between broadband service dimensions and Customers satisfaction and multiple regression analysis were also used to identify the determinant factor that mostly influence Customers satisfaction and the significant level of each variable. The findings confirm that five of the independent variables of the service dimension, Reliability, Responsiveness, Assurance, Empath, and Tangibility have a positive relationship with the level of Customers satisfaction at Ethio Telecom at Mekelle Branch. In other words, service quality is strongly linked with customer satisfaction and the higher the service quality, the higher the customer satisfaction. The results further reveal that Responsiveness, Assurance, Empath dimensions contribute most towards customer satisfaction. But Reliability and Tangibility are found to be insignificant. The results of the findings also showed that the mean satisfaction is found to be moderate. Based on the summery, conclusion was drawn, the researcher has recommended based on the conclusion of the study that the Ethio Telecom should focus on the significant dimensions to improve service quality.
  • Item
    THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRATCTICES ON CUSTOMER SATISFACTION IN THE CASE OF COMMERCIAL BANK OF ETHIOPIA, MAICHEW, TIGRAY, ETHIOPIA
    (Mekelle University, 2025-10-23) KAHSU GIRMAY
    The banking sector is highly competitive, with commercial banks striving to attract new customers and retain existing ones. Customer Relationship Management (CRM) has emerged as a key strategy for enhancing competitiveness in the financial sector. By focusing on the individual needs of customers, CRM practices contribute significantly to customer satisfaction and loyalty. This study aims to examine the effect of CRM on customer satisfaction at the Commercial Bank of Ethiopia (CBE), Maichew branch. Specifically, the study investigates the impact of CRM behavioral components—reliability, process-driven approach, customer focus, and technology orientation—on customer satisfaction. The research addresses a gap in the literature by exploring CRM effectiveness from the customer perspective within the Ethiopian banking context. A descriptive and explanatory research design is employed, using a convenient sampling method to select respondents from the CBE Maichew branch. from the total population size of 800 customers 267 samples of respondents will take from the selected branch. Data are collected through structured questionnaires and analyzed quantitatively to determine the strength and direction of relationships between CRM dimensions and customer satisfaction. The findings reveal that all four CRM dimensions positively and significantly influence customer satisfaction, with reliability and technology orientation having the strongest effects. These results provide valuable insights into CRM practices in Ethiopian banks and offer actionable recommendations for CBE to enhance customer satisfaction, strengthen its competitive position, and improve overall business performance. The bank should enhance service quality by ensuring reliability, leveraging technology, streamlining processes, personalizing customer experiences, and providing ongoing CRM training to staff.
  • Item
    THE EFFECT OF SOCIAL MEDIA MARKETING ON CONSUMERS BRAND AWARENESS AT ADO DETERGENT MEKELLE
    (Mekelle University, 2025-10-23) HEWAN YEMANE
    The rapid expansion of internet access and social media usage in Ethiopia has reshaped how consumers interact with brands, creating new opportunities for firms operating in fast-moving consumer goods (FMCG) categories. For emerging local brands such as Ado Detergent in Mekelle, social media offers a cost-effective platform for building brand awareness; however, empirical evidence on its actual effectiveness remains limited. This study examines the effect of social media marketing on consumer brand awareness by focusing on three key components: brand exposure, electronic word-of-mouth (e-WOM), and customer engagement. An explanatory, quantitative research design was employed, and data were collected from 336 active social media users in Mekelle through a structured online questionnaire. Descriptive statistics showed that the majority of respondents actively use Facebook and Telegram, indicating strong potential reach for the brand. Correlation analysis revealed positive and significant relationships between all three social media marketing components and brand awareness. Regression results further indicated that brand exposure, e-WOM, and customer engagement together explain 61.1% of the variation in brand awareness, with brand exposure being the strongest predictor. Based on these findings, the study recommends that Ado Detergent increase consistent and targeted social media presence within its practical capacity, encourage basic forms of e-WOM such as customer testimonials and feedback, and strengthen simple engagement practices like timely responses and relatable content creation. These focused, low-cost actions can meaningfully enhance the brand’s recall and recognition among social media users in Mekelle.
  • Item
    THE INFLUENCE OF SOCIAL MEDIA ADVERTISEMENT ON CONSUMERS’ PURCHASE INTENTION TOWARDS CASTLE BEER: A CASE STUDY OF CONSUMERS IN MAICHEW TOWN
    (Mekelle University, 2025-09-23) BRHANU TEKA
    This study investigates the influence of social media advertising on consumer purchase intention within the Ethiopian beer industry, using Castel Beer as a case study. The research was motivated by the sector's growing competitiveness and the critical role of social media for marketing, especially given Ethiopia's regulatory restrictions on alcohol advertising in traditional media. The general objective was to examine the effect of social media ad attributes on purchase intention. The specific objectives were to evaluate the impact of understandability, memorability, credibility, originality, and message appeal. A quantitative, cross-sectional explanatory research design was employed, utilizing a structured questionnaire distributed to 365 purposively selected Castel Beer consumers in Maichew town. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis with SPSS version 27. The findings reveal that all five advertising attributes have a statistically significant positive effect on purchase intention. The regression model explained 67.9% of the variance in purchase intention. Message appeal (β = 0.394) and understandability (β = 0.379) were the most potent predictors. The study concludes that effective social media ads in this context must be clear, engaging, memorable, credible, and original. It is recommended that Castel Beer and other breweries prioritize message clarity and creative appeal in their social media strategies. Future research should expand to other regions and include potential consumers to enhance generalizability. .
  • Item
    FACTORS INFLUENCING MOBILE BANKING PRACTICE፡ IN CASE OF COMMERCIAL BANK OF ETHIOPIA, CASTLE BRANCH, MEKELLE
    (Mekelle University, 2025-10-23) ALEM GEBRE
    This study investigates the factors influencing mobile banking practice in the Commercial Bank of Ethiopia, Castle Branch, Mekelle City. Guided by the research objectives and questions. The study aims to examine how complexity, customer awareness, trust, network interruption, perceived risk, and perceived usefulness influence the practice of mobile banking in CBE, Castel Branch, Mekelle City. the study employed a quantitative research approach and utilized both descriptive and explanatory research designs. The motivation for the study arose from the slow adoption of mobile banking in Ethiopia despite the strategic direction of bank management toward digital banking transformation. From a total population of 3,500 customers, 359 respondents were selected using the Finite Population Correction formula. Convenience and purposive sampling techniques were applied. Primary data were collected from mobile banking customers through questionnaires and supported by insights from bank staff members obtained via structured interviews. The data were analyzed using descriptive statistics, correlation analysis, and linear regression. The findings reveal that Perceived Usefulness, Complexity, Awareness, Trust, Perceived Risk, and Network Interruption all have a positive and significant relationship with mobile banking practice. The regression analysis yielded an R-value of 0.899, indicating a strong positive relationship between the independent variables and mobile banking practice. The study concludes that mobile banking practice is significantly shaped by these key factors, suggesting that users’ expectations align with their perceptions of usefulness, complexity, awareness, trust, perceived risk, and network stability. The major findings are perceived usefulness, complexity, awareness, trust, perceived risk, and network interruption. Perceived usefulness and complexity positively encourage adoption, while perceived risk and low trust discourage users due to concerns about security and service reliability. Awareness has a minor positive effect, but not enough to significantly change user behavior. Overall, the regression and ANOVA results show that these factors collectively and significantly predict mobile banking practice. Although limited to a specific area and age group, the findings emphasize the need for banks to strengthen security, build trust, improve usability, and enhance network performance to boost mobile banking adoption. The findings provide valuable insights for banks, service developers, and software engineers aiming to enhance customers’ intention to adopt and continue using mobile banking services. Accordingly, the study recommends that commercial banks strengthen these factors by adopting appropriate technologies, establishing supportive legal structures, empowering human resources, and improving network capability and accessibility.
  • Item
    DETERMINANTS OF WOMEN ENTREPRENUERS PERFORMANCE IN SMALL SCALE ENTERPRISES
    (Mekelle University, 2025-10-23) BERHE BRHANU
    This study is conducted to assess the determinants of women entrepreneurs’ performance: the case of Mekelle City, Ethiopia. The study employed an explanatory research design with quantitative and qualitative research approaches. The required data were collected from 335 selected women entrepreneurs by adopting a multistage sampling technique. The data collected through questionnaire were analyzed using STATA software version 14. Inferential statistics such as correlation and multiple linear regression were applied. The findings of the study showed that educated women had better entrepreneurship performance since they can easily use technologies and can get management experience easily. In the same way, women entrepreneurs experience to increase their profitability. Likewise, having sufficient startup capital for business, access to credit to expand an existing business, having sufficient working capital, and having had collateral to get credit are significant factors that affect women entrepreneurs’ performance. Equally, having high production capacity due to available capital, delivering a product that meets customers need with a fair price, having convenient display room and selling premises, and having good market linkages are significant factors that affect women entrepreneurs’ performance. Furthermore, having the desire for achievement, independence, wealth and having self-discovery and job satisfaction are significant determinants of women entrepreneurs’ performance. Therefore, the researcher recommends Mekelle city administration in collaboration with other NGOs who were working with women should give continuous training to enable them to be more productive. Likewise, the financial institutions in the city should arrange long-term financial credit for women entrepreneurs.
  • Item
    FACTORS INFLUENCING THE USAGE OF MOBILE BANKING (IN THE CASE OF COMMERCIAL BANK OF ETHIOPIA ARADA DISTRICT ADDIS ABABA)
    (Mekelle University, 2025-06-28) Meron Wogayehou
    The primary objective of the study was to analyze the Factors Influencing the Usage of Mobile Banking in The Commercial Bank of Ethiopia at Arada district Addis Ababa. The researcher used an explanatory research design and a quantitative approach. A convenience sample of the population was taken as part of the study. A total of 385 questionnaires were distributed and (95.58%) 368 of them collected. The data were analyzed using inferential and descriptive methods. The result of the descriptive statistics revealed that the perception of the customers to ward mobile banking was influenced by Perceived Usefulness, Perceived Ease of Use, Compatibility, Perceived Trust and Awareness, however From the findings of descriptive analysis, it can be noted that majority of the respondents agreed that Compatibility have highly positive effect on usage of mobile banking compared to the others variable. The inferential analysis of multi-collinearity The VIF values for perceived usefulness, perceived ease of use, compatibility, perceived trust and awareness, and value for each independent variable tolerance is greater than 0.1 and the variance inflation factor was less than 10, Indicating that there is no interdependence among independent variables. As a result, the investigation meets there is no Multi collinearity. The correlation the coefficient of correlation (r) between all variables are positively correlated with values (0.618, 0.708,0.517, 0.679, and 0.771) respectively awareness having the highest correlation coefficient (r=0.771) that means awareness have high positive effect on usage of mobile banking and Compatibility having the lowest correlation coefficient (r= 0.517).The linear combination of According to the regression analysis shown in the above table, awareness affects mobile banking adoption with a beta weight of 0.394, which means that the independent variables greatly affect the dependent variable, which is awareness. Perceived Usefulness, Perceived Ease of Use, Compatibility, and Perceived Trust affect mobile banking adoption at 0.132,0.159, 0.207, and 0.176, respectively. Lastly Multiple regression analysis result show that 72.4% of the variation in the usage of mobile banking have strong positive relationship with Perceived Usefulness, Perceived Ease of Use, Compatibility, Perceived Trust, and Awareness. The remaining 27.6 % were other factors that limit mobile banking adoption in CBE. Based on the above finding the researcher has recommended CBE, compatibility on the inclusion of "clarity of interaction" as a potential enhancement suggests that the user interface should be reviewed and possibly redesigned. Implementing user-centered design concepts, conducting usability testing, and getting consumer feedback on the app's navigation and features can result in a more intuitive and smooth experience, enhancing user confidence and should create awareness USSD usage training, in-app tutorials, social media marketing, and collaborations with local celebrities to promote the specific benefits of mobile banking.
  • Item
    The Effect of Customer Relationship Management Practice on Customer Loyalty: In the case of Commercial Bank of Ethiopia Yeka District
    (Mekelle University, 2025-06-28) Etsegenet Ayele
    The purpose of this study is to investigate the effect of Customer Relationship Management CRM practices on customer loyalty within the Commercial Bank of Ethiopia yeka District. Using a mixed- method approach, the researchers used to analyze the data are both qualitative and quantitative. The researcher employed descriptive research. Additionally, the study is explanatory as well. This study encompasses both descriptive and explanatory research. Data were collected through surveys and interviews. In this study, the sample was required sample size and selected customers. The total target population from selected CBE branches is 135loyees and 383customers. Questionnaires were distributed to analyze the correlation between CRM strategies and customer loyalty metrics such as satisfaction, retention, and advocacy. The findings indicate that effective CRM practices significantly enhance customer satisfaction and retention. This study recommends strengthening digital CRM tools and staff training to improve loyalty out comes