Analyzing Factors Influencing Customers Preference To Use Training Services Of Ethiopian Aviation Academy

The objective of this research paper was to examine factors influencing customers’rnpreference to use training services of Ethiopian Aviation Academy. The researcherrnthus tried to analyze the applicability of Jackson's (1982) hybrid model in regards tornbrand preference of Ethiopian aviation academy. The selected conceptual frameworkrnwas on factors affecting students' college choice preference; from collegerncharacteristics which are costs/price, reputation of the institution, academicrnprogram/availability, facilities and advertizing was analyzed. A quantitative researchrndesign was applied to research the causal relationship of the college choice preferencernand determinants of college choice. A stratified sampling technique was conducted torncontact the sample respondents’ form the five training schools of the academy.rnApplying a structured questionnaire written in English the researcher distributed to 170rntrainees in person. The analysis was done using descriptive and inferential statistics byrnusing SPSS version 20. The research finding clearly indicates that College Reputationrnhas positive relationship with college choice decision/preference. Price has a negativernrelationship with customers’ college choice preference. This means that a one unitrnincrease in price will result a decrease in customers college choice preference.rnAdvertising has also a positive relationship with college choice decision/preference.rnTherefore, the academy has to work on its branding to maintain its reputation, mustrnincrease its promotional activities on Television and Radio and design best pricingrnpolicy to maintain and attract customers brand preference.

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