EFFECT THE APPLICATION OF DIGITAL MARKETING ON CUSTOMER SATISFACTION: THE CASE OF FOUR STAR HOTELS IN ADDIS ABABA ETHIOPIA

Abstract

The main objective of this study was to affect the application of digital marketing on customer satisfaction on four star hotels in Addis Ababa Ethiopia. A researcher used a stratified sampling technique which is random sampling for the study. a total of 330 questioner were distributed to customer and staffs of the four hotels which rated as four star in Addis Ababa. The response rate 300 participants was responded which is 90.91 percent response rate achieved. The Descriptive and explanatory research design was undertaken in this study and this was conducted by the use of primary and secondary data which was obtained from the hotels. The study used multiple regression analysis in the analysis of data and the findings have been presented in the form of tables and regression equations. The study also found that there is a strong relationship between the independent variables with customer satisfaction of the hotels. This has been seen with values R squared being 94.0% implying that independent variables could explain 94.0% variations in customer satisfaction of the hotels. This study concludes the applicable to the star category hotels in Addis Ababa or may be abroad. The outcomes cannot be related to other subsectors of the hospitality industry or other constituents of wider travel and tourism sector. The results of this study may surely help the hotel marketers to know the effectiveness of important digital marketing tools for hotels and use them strategically. It would also encourage more scholars and researchers from academia and hospitality industry to go about doing digital marketing studies exclusively for hotels in Addis Ababa as well as Ethiopia. The value of the study is for its contribution to how digital marketing team can effectively optimize digital marketing strategies for Addis Ababa hotels. Due to the limited numbers of related papers exclusively written specifically pertaining to digital marketing for Addis Ababa hotels, the researchers have tried to examine research works of other researchers across the globe.