EFFECTS OF DETERMINANT FACTORS OF E-MARKETING ON E- HAILING (IN THE CASE OF ADDIS ABABA)

Abstract

The usage of E-marketing is having a foothold in the e-hailing service. The aim of this study was to assess the effects of determinant factors of e-marketing on e-hailing in the case of Addis Ababa. The target population of this research were e-hailing customers in Addis Ababa who use the service to satisfy their transportation needs; structured questionnaires were used to gather the data from these 384 respondents. The customers were used to assess the effect of e-marketing determinant factors on ride hailing. The collected data was analyzed using SPSS version 20, employing statistical tools such as mean, correlation, and multiple regression analysis. According to the research findings, of the four independent variables that were tested; three determinants have an effect on e-hailing. The affecting factors that had a statistically significant influence had also positive effect on e-hailing. E-marketing infrastructure had the highest effect on e-hailing; e-marketing customers were the second determinant affecting factor of e-hailing in Addis Ababa. E-marketing service providers came third with the level of effect they subsequently had on e-hailing. Based on the findings of the research, major recommendations for e-marketing infrastructure suppliers and e-marketing service providers are discussed; which are the need to improve the current internet infrastructure and e-hailing mobile applications. Further recommendations for e-hailing regulators, other stake holders and e-hailing customers have finally been forwarded.