| Abstract: | The purpose of this study was primarily to analyze the effect of online marketing practice on customer satisfaction at Ethiopian Airlines (EAL) in online marketing attributes perspective. Therefore, by believing that online marketing contributes to thecompetitiveness of EAL in the globalization era, while providing ease to the passengers to obtain their shopping online, the study was designed to assess the contribution online marketing to the success of EAL with customer satisfaction. To this end descriptive survey method was employed. Questionnaires were among the data collection tools. The Sources of data include, 331passengers' were contacted to obtain their experiencesand effecting of online marketing on their satisfaction. Judgmental sampling technique was employed to select the EA L passenger and conveniencesampling techniques were select the passenger respondent‟s, whereas purposive sampling. The collected data were analyzed using percentage, mean-scores, and standard deviation, correlation and regression analyses. The majorfindings include: service delivery affect customer satisfaction negatively; factors affecting online marketing practice at EAL from the highest to lowest: easy shopping, price, payment security, accurate service information and website design; respondent passengers perceived that the delivery service of EAL were inadequate for practicing OLM service.Finally, the most important benefits of OLM practicing system were identified. Based on these findings, conclusions were drawn and some feasible recommendations are forwarded. |
