An Assessment of Internal Marketing Practices in the Ethiopian Telecommunications Corporation (ETC): The Case of Addis Ababa Under the Head Office

Kassaw, Addisu (2010) An Assessment of Internal Marketing Practices in the Ethiopian Telecommunications Corporation (ETC): The Case of Addis Ababa Under the Head Office. Masters thesis, Addis Ababa University.

PDF (An Assessment of Internal Marketing Practices in the Ethiopian Telecommunications Corporation (ETC): The Case of Addis Ababa Under the Head Office) Addisu Kassaw.pdf - Accepted Version Restricted to Repository staff only Download (31MB) | Request a copy

Abstract

The purpose of this paper is to assess and describe the internal marketing practices of the Ethiopian Telecommunications Corporation. A jive dimension questionnaire was prepared and distributed to employees of the corporation to assess the internal marketing practices of ETC under the Head Office in Addis Ababa. The study used a 5 point Likert scale type with 5 being strongly agree and J being Strongly Disagree. The sources of data were mainly primary survey questionnaire and Interview .A hybrid of both Qualitative and Quantitative research were used. The study used judgmental sampling. A total of 230 survey questionnaires were distributed with a return rate of 80% i. e. J 84 questionnaires were jilled and returned and used for the study. The scale reliability (Alpha) of the jive dimensions were found to be 0.945. With regard to the mean of the computed average values of each dimension, inter-jimctional coordination and integration had the lowest one which was 2.93, below the average value of 3 and the highest could be the mean of the average value of organizational commitment which was found to be 3.9 J above the average value of 3. Since internal marketing is a philosophy which needs to be start at the top; the top management need to take the initiative to create a conducive environment and should focus on integrating the different working units to work on mobilizing the human resource for the accomplishment of marketing and organizational objectives. ETC should also build both front desk as well as back office staffs for beller achievements. In order to understand the internal customers it is important to segment the employees, develop a marketing mix, and control for market activity

Item Type:	Thesis (Masters)
Subjects:	L Education > L Education (General)
Divisions:	Africana
Depositing User:	Kabiru Wallace Ndung'u
Date Deposited:	06 Sep 2019 12:08
Last Modified:	06 Sep 2019 12:08
URI:	http://thesisbank.jhia.ac.ke/id/eprint/9586

Actions (login required)

View Item