Customers Perception Of Ethiopian Telecommunications Corporations Marketing Communication Practices The Case Of Addis Ababa

Creating effective communication with customers is the most important aspect ofrnservice marketing. Todate we still have poor understanding of the role of effectiverncommunication with customers in attracting and monitoring prospect and presentrncustomers. This research project e valuates the effectiveness of advertisingrncampaign and personal selling practices of Ethiopian TelecommunicationrnCorporation (ETC) with the aim of finding solution to improve the existingrncommunication and customer satisfaction. A sample of 400 respondents wasrnselected in terms of service type determined by stratified s ampling. Among which,rn373 responded. The data collected from 373 respondents was analyzed based onrnpredetermined rating factors and expected result of performances. The findings ofrnthe analysis reveal that ETC's advertising and personal selling indicated averagernperformance in providing information, creating awareness, and building companyrnimage and enforcing brand loyalty. The findings also show lack of integrationrnbetween advertising and p ersonal selling. The research project finallyrnrecommended some corrective measures to overcome the problems of existingrnmarketing communication system in general and advertising campaign andrnpersonal selling in particular.

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