The purpose of this study is to investigate the effect of personal selling on customer Loyalty: Therncase of Ethiopian Airlines. The study used quantitative research method and employedrnexplanatory research design to objectively answer the research questions. For achieving thernstudy objectives, 384 sample respondents were selected through non-probable convenientrnsampling technique. Accordingly, data were collected through self administered questionnairernfrom sample respondents. Out of 384 respondents, workable data were obtained from 372rnrespondents. The Data was analyzed using SPSS software to obtain descriptive statistics,rncomparing mean scores (i.e. independent t-test and ANOVA) and other analyses (i.e. correlationrnanalysis and multiple linear regressions). According to the study finding, among five variables,rntwo variables (selling skill and trust) were identified as the main factors that affect the loyalty ofrnEthiopian Airlines customers. The study also finds out that the remaining 3 variables: sellingrnstrategy, product or service knowledge and organizational policy and procedure knowledge havernno significant effect on the loyalty of Ethiopian Airlines Customers. The finding of the studyrnshowed that there is a significance difference in perceiving the five factors between and amongrnthe customers of Ethiopian airlines with different demographic profiles. Furthermore, on thernbasis of the research finding, appropriate recommendations along with implications for furtherrnstudies have been forwarded.