The Effect Of Customer Loyalty Dimensions On Customer Satisfaction The Case Of Gold And Silver Members Of Ethiopian Airlines

The main purpose of this study was to examine the effect of customer loyalty dimensions (trust, commitment, communication and conflict handling) on customer satisfaction of Gold and Silver members of Ethiopian Airlines. A sample of 395 international passengers of Ethiopian Airlines departing from Bole International Airport, Addis Ababa were selected by convenience sampling method and data was collected through questionnaire. The collected data were analyzed using SPSS 17.0 software. The finding implies that, respondents generally have a positive perception about Ethiopian Airlines. The correlation analysis shows that all dimensions of customer loyalty; trust, commitment, communication and conflict handling are positively related with each other and also with customer satisfaction of Gold and Silver members of Ethiopian Airlines. However, the regression analysis shows that trust has the greatest influence on customer satisfaction followed by commitment and conflict handling respectively. Communication is the only variable with negative beta coefficient.rnIt is reasonable to conclude, on this evidence, that customer satisfaction can be created, reinforced and retained by marketing plans aimed at building trust, demonstrating commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflicts efficiently.

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