Factors Affecting E-marketing Practice The Ethiopian Airlines E-ticketing Perspective

The pllrpose oJthis study was prill/ari~y to analyze the Jactors afJecting e-II/arketing practice (ItrnEthiopian Airlines (EAL) in e-ticketing per.}Jective. With the advent of new internet and relatedrntechnoloxies. new business opportunities have been created for business .firms entailing newrnways to conduct business. ThereJore, by believing that e-ticketing contributes to therncOlI/petitiveness olEAL in the globalization era, while providing ease to the passengers to obt(linrntheir tickets online, the study was designed to assess the contriblilion oj e-ticketing to the successrnoj EAL. To this end. descriptive survey II/ethod was ell/played. Questionnaires and sell/istructuredrninterview.I' were all/ong the data collection tools. The SOllrces ol data include, 2011rnpassenger,l' were contacted to obtain their experience.I' and factors aDecting buying e-ticke/.I'.rnAdditionallv, 3 personnellstaff (~lthe EAL FOII/ II/arketing departll/ent were interviewed.rn.fudgll/ental sOli/piing technique was employed to select the EA L flight routes and conveniencernsOIIIJJ/ing lechniqlles were used 10 select the passenger re,~pondenls, whereas purposive samplingrnW(lS ell/played to select the personnel of the EAL. The collected dota lVere analyzed usingrnpercentage. II/ean-scores, standard deviation, correlation and regression analyses. The II/ajorrn.findings include: Only 19.5% of the respondent passengers gained benefits ./i·oll/ using therncOlI/pany's website; Jactors affecting e-tickeling practice at EAL ./i·01l/ the highest to lowest:rnSecurity, Trllst, Perceived U'ejttlness, Irifrastructure, Ease oj UI'e and Behavioral Control;rnrespondent passengers perceived that the inji-astructllrefacilities oJlhe EAL were inadequate./orrnpracticing e-ticketing; 1I10st of the domestic cUstomer,l' didn't lise e-ticketing at the EAL; andrn./inally, the II/ost ill/portant benefits o.lpracticing e-ticketing system were identified asf/exibilit)'rnin usage, Faud and the./i prevel1lion. cost-savingFom paper ticket stock and easier processing 1If'rnfinanCial data, Based on these .findings , conclusions were drawn and sOllie jeasihlernrecoJllmendations are forwarded.rnKeywords: e-Marketing, e-Ticketing, Ethiopian Airlines, Service Marketing.

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