Assessment on Customer Relationship Management Practices: The case of Ethiopian Airlines

Abstract

This study is, therefore, conducted to analyze customer relationship management practicies in the case of Ethiopian Airlines in Addis Ababa, Ethiopia. To this end, the study applied quantitative research approach and explanatory design to meet the research objectives. Structured questionnaire was distributed to 384 Ethiopian Airlines customers on the six selected day shift international flights. The study used descriptive and inferential statistics (correlation and regression analyses) to analyze quantitative data gathered via questionnaire. The result of descriptive sattistics indicated that customers have relatively moderate level of perception towards the airline’s CRM practices (mean=3.37). Moreover, the results of regression analysis showed that the independent variable namely customer relationship management practices has statistically significant effect on customer retention. Therefore, it is recommended that in order to boost customer loyalty and increase competitiveness, the airline should improve its customer relationship management practices.