MBA in Human Resource Management

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    EVALUATING THE EFFECTS OF INTERNAL ENTERPRISE ACTIVITIES ON COST REDUCTION IN EDUCATIONAL INSTITUTIONS: A CASE STUDY OF HAWASSA UNIVERSITY IN MAIN CAMPU
    (HAWASSA UNIVERSITY, 2024-03) BELETE SIYOUM
    In recent years, educational institutions have been facing budget constraints and increasing financial pressure. This study aims to investigate the effect of internal enterprise activities on cost reduction in educational institutions in case of Hawassa university main campus. This thesis intends to explore the relationship between internal enterprise activities and cost reduction, identify the most effective practices, and provide recommendations for educational institutions to achieve optimal cost savings. The study adopted explanatory research design and 385 sample respondents participated from students, employees and top administrative of the campus. A convenience probability sampling technique was applied to select the targeted respondents. Primary data were collected using self-administered questionnaires for analysis. The result endorses that all the six determinates of internal enterprise such as administrative efficiency, technological adoption, outsourcing, efficient resource allocation, staff development, and sustainable practices had significant effect on overall cost reduction. As tuition fees constantly rise and funding becomes scarcer, educational institutions are required to explore innovative ways to reduce operational costs and ensure financial sustainability. Identifying and addressing inefficiencies in administrative tasks, organizations can reduce overhead costs and improve productivity. Embracing new technologies such as automation, data analytics, and cloud computing can streamline operations, increase efficiency, and reduce the need for manual labor. Cost reduction is essential for organizations to remain competitive and financially sustainable in today's dynamic business environment. Implementing cost reduction measures requires a holistic approach that involves all aspects of the organization, from operations to finance. Continuous monitoring and evaluation of cost reduction initiatives are necessary to ensure long-term success and effectiveness. Successful cost reduction efforts can lead to improved financial performance, increased competitiveness, and enhanced overall organizational efficiency. My findings suggest that adopting efficient internal enterprise activities can lead to significant cost savings for educational institutions, allowing them to better utilize their resources to improve the quality of education. Develop a comprehensive cost reduction strategy that integrates Administrative Efficiency improvements, Technological Adoption initiatives, Efficient Resource Allocation practices, Staff Development programs, and Sustainable Practice initiatives. By adopting efficient internal enterprise activities, institutions can streamline processes, improve resource usage, and ultimately reduce overall costs
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    THE EFFECT OF COMPENSATION MANAGEMENT PRACTICE ON EMPLOYEE PERFORMANCE: IN ACASE OF ETHIOPIAN ELECTRIC POWER CORPORATION, HAWASSA DISTRICT, SIDAMA REGIONAL STATE, ETHIOPIA.
    (HAWASSA UNIVERSITY, 2024-03) GIZACHEW NO’ORA
    This study aimed to determine the effect of compensation management practice on employee performance in Ethiopian Electric Power Corporation, Hawassa. The study was conducted the lack of satisfaction on employee performance. The study was serving as a benchmark for coming researchers. The scope of this study was took place as per schedules set by the school of management from September 2023 to March 2024. Limitations was in the specific sidama region Hawassa district and some respondents was not willingness to reply the research questioners. The conceptual framework of the study was included by summarizing different literature. The targeted populations was EEPCO Employees in Hawassa city and using simple random sampling method 109 respondents was selected from permanent office workers and 92 questionnaires was collected for further process. The study used primary data which was collected using structured questionnaires & unstructured interview, and secondary data that was collected from the annual reports, manuals, journals and policy documents of the organization. The collected data was sorted for validity, reliability and coded. A technique such as tabulation and percentages was employed and data was quantitatively analyzed using mean and standard deviation followed by a correlation and regression analysis. The study results revealed that though the organization uses a compensation Management practices to motivate its employees was not blended in line with the magnitude of their effect on employee performance. Finally, standing on study finding, recommendation was provided to the organization adjust its compensation policies in order to align the compensation Management practices with their respective correlation that could optimize employee performanc
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    EFFECT OF MARKETING INFORMATION SYSTEM ON MANAGERIAL DECISION MAKING: THE CASE OF COCACOLA BEVERAGES ETHIOPIA
    (HAWASSA UNIVERSITY, 2024-04) TIZITA ALEMAYEHU
    This study investigates the impact of Marketing Information Systems (MkIS) on managerial decision-making within the context of a leading fast-moving consumer goods (FMCG) company—Coca-Cola Beverages Ethiopia, headquartered in Addis Ababa. In today’s data-driven business environment, effective managerial decisions depend heavily on timely, relevant, and well-structured information. Despite the increasing adoption of MkIS globally, limited research exists that rigorously examines its role in enhancing decision quality, particularly within the Ethiopian context and the FMCG sector. To address this gap, the study employed a quantitative, explanatory research design using structured questionnaires administered to a stratified random sample of 186 employees across multiple departments. The core components of MkIS— Internal Records, Marketing Intelligence, Marketing Research, and Marketing Decision Support Systems (MDSS)—served as independent variables, while managerial decision-making effectiveness was treated as the dependent variable. SPSS version 21 was used to conduct descriptive analysis, Pearson correlation, and multiple linear regressions. The results indicate that all four MkIS components exhibit a strong positive correlation with managerial decision-making. However, regression analysis reveals that only Internal Records and MDSS have a statistically significant effect at the 5% level, while Marketing Intelligence and Marketing Research—although positively correlated—did not show a statistically significant influence. The model’s coefficient of determination (R² = 0.761) confirms that 76.1% of the variance in managerial decision-making is explained by the MkIS variables. These findings underscore the strategic importance of internal data infrastructure and decision support tools in enhancing organizational decision-making. The study recommends that Coca-Cola Beverages Ethiopia continue to strengthen its MkIS frameworks, particularly by investing in data integration, staff training, and real-time decision support systems. The research also serves as a foundational reference for further studies on MkIS in emerging markets, and provides actionable insights for practitioners seeking to align information systems with decision-making effectiveness.
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    AN ASSESSMENT OF CUSTOMER SATISFACTION ON PUBLIC SERVICE DELIVERY AT CITY ADMINISTRATIONS LEVEL OF SIDAMA REGIONAL STATE, ETHIOPIA
    (HAWASSA UNIVERSITY, 2024-06) TAMRAT TESHALE SHALEMO
    The primary objective of this study was to assess customer satisfaction on public service delivery at the city administration level in Sidama regional state, Ethiopia. Relevant research questions and hypotheses were formulated to guide this study. The research design employed was descriptive and explanatory and was applied with mixed methods—qualitative and quantitative data. The SERVQUAL model was adapted and integrated into a comprehensive questionnaire to gather data from customers, and in-depth interviews were conducted with top public sector officials. Focus groups and observations were conducted. The study sectors, which encompassed public services such as healthcare, transportation, water supply, and municipal services for sanitation and waste management, were selected because of the magnitude of the challenges and the significance of these institutions in serving society. The sample for this study comprised 392 customers selected using Gorden’s (2004) formula. The collected data were analyzed using MAXQDA version 20 and SPSS version 26. The findings show that all dimensions of service quality are strongly and positively correlated with customer satisfaction. This suggests that all dimensions of service quality are determinants of customer satisfaction and that improving all dimensions leads to higher levels of customer satisfaction. The study also revealed a poor status of public service quality, a low level of customer satisfaction, and a substantial negative service quality gap between customer expectations and perceptions of the city administration in the Sidama regional state. The major challenges that impede effective public service delivery in city administration include limited resources, a lack of advanced technology, bureaucratic practices, corruption, the struggle to adapt to evolving dynamics, insufficient citizen engagement, difficulties in ensuring service accessibility and reliability, poor employee competency, the pursuit of continuous quality improvements, the inadequacy of initiatives aimed at enhancing service delivery, and the absence of clear priorities for service improvement. Therefore, it is recommended that city administrations invest effort in all service quality dimensions that have been found to be substantial determinants of customer satisfaction
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    THE EFFECT OF SALES SKILLS ON SELLING PERFORMANCE: THE CASE OF ETHIO-TELECOM, HAWASSA DISTRICT
    (HAWASSA UNIVERSITY, 2024-01) MEAZA TEFERA HANDARO
    This study is conducted with an objective of identifying effect of sales skills on selling performance in Ethio telecom Hawassa district. Technical, interpersonal, marketing and salesmanship skills were used as dimension of sales skills. This study is conducted by using both descriptive and explanatory research designs. The purposive sampling technique was used. The total target population of the study was 801 and from the total target population 267 employees of the company were purposively selected and participated in the study by providing their responses about their sales skills and sales performance through questionnaire. Yamane (1967:886) sampling size technique was employed. The data collected with questionnaire was analysed by using both descriptive and explanatory analysis methods. Frequencies, percentiles, mean and standard deviation were used as descriptive methods. Correlation and multivariate linear regression methods were used to answer research questions. The finding of the study identified that selling skills have significant effect on sales performance. The major findings are; Among the dimensions of selling skills used in the study, marketing skill has no statistically significant effect on selling performance. But technical, interpersonal and salesmanship skills have positive significant effect on selling performance of the company. The most important and significant selling skill that affect selling performance is salesmanship skills with the highest mean value of 4.0 Based on this finding it is recommended to increase technical, interpersonal and salesmanship skills to increase selling performance
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    AN ASSESSMENT OF THE EFFECTS OF QUALITY OF FIXED BROADBAND INTERNET ON CUSTOMERSATISFACTION IN ETHIO TELECOM IN THE CASE OF SHASHEMENE GRAND SHOP
    (HAWASSA UNIVERSITY, 2024-02) BEHAILU BIRHANU
    The objectives of this study was to assess customer satisfaction by different variables like quality, price, service provision, after sales service and security then put clear recommendation and conclusion to the company accordingly. To attain this objective, the study utilized both interview and questionnaire survey. In depth personal interview was made with Ethio telecom management members to understand the service delivery mechanism and 290 questionnaires were distributed across residential and enterprise customers in shashemene. The survey questions were developed based on Likertscale questions and customers were asked to rate their satisfaction across the parameters identified. This paper used descriptive research design in order to obtain pertinent and precise information about the satisfaction level of customers being studied and qualitative methods were employed to describe the service delivery mechanism and narrate open ended questions in the questionnaire whereas quantitative methods were used to show the phenomenon in numbers. After data collection, the collected data was analyzed using SPSS 23.0 and Microsoft excel software packages. Then the data organized, tabulated, depicted, and described in a way that can attain the objective of the study. Finally, the finding shows that customers were not satisfied with the service provisioning, pricing, quality, and after sales support. Thus, Ethio telecom should learn a valuable lesson from this specific study since the study guides the higher official on which facet of customer satisfaction area should focus.Service provisioning issue was measured using five basic questions and the finding of the study shows that customers are not satisfied with the service provisioning/delivery mechanism. In addition, using four basic FBBI questions, assessment was taken among enterprise and residential customers. It was found that customers are dissatisfied with the current pricing scheme employed by Ethio Telecom. Price of the service was measured using five basic questions and the finding of the study shows that customers are not satisfied with the price mechanism. In addition, using four basic FBBI questions, assessment was taken among enterprise and residential customers was found that customers are dissatisfied with the current pricing scheme employed by Ethio Telecom
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    THE EFFECT OF MARKETING MIX STRATEGIES ON SALES PERFORMANCE: A CASE OF MOHA SOFT DRINK INDUSTRY S.C HAWASSA MILLENNIUM PEPSI COLAPLANT
    (HAWASSA UNIVERSITY, 2024-03) Abiyu Mekonnen Alem
    The general objective of this study was to investigate the effects of marketing mix strategy on sales performance in the context of the MOHA Soft Drink Industry S.C Hawassa Millennium Pepsi Cola Plant. The researcher used descriptive and explanatory research design with mixed approach in order to meet the objective of the study. The target population for this study was300 permanent employee of at MOHA Soft Drink Industry S.C Hawassa Millennium Pepsi Cola Plant. Out of 300 permanent employees, 172 respondents were selected using simple random sampling technique. In this study four components of marketing mix strategy have identified namely product, price, place and promotion. Five point Likert scale questionnaire were used to collect the data. A total of 172 questionnaires were used for this study and the data were analyzed using descriptive and inferential statistics. The data collected were summarized, analyzed using SPSS version 21. The result of Spearman correlation test shows that there exists Appositive relationship between the four independent marketing mix dimension variables (i.e. Product, price, place, and promotion.) and sales performance. But the magnitude of the relationship varies from one marketing mix dimensions to the other where, price has a dominate correlation with sales performance, followed by promotion, place and finally product has respectively correlation with sales performance. The result of multiple regressions shows that 75.8% of the variance of sales performance can be predicted by the independent variable (i.e. product, price, place and promotion.). In addition, the result of multiple regressions shows that Product, price, place and promotion. Have positive significant effect on sales performance. Based on the conclusions the studies recommend that the management of MOHA should able to increase the sales’ performance by establishing effective marketing mix strategies
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    ASSESSING THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION A CASE ETHIO TELECOM, YIRGALEM TOWN
    (HAWASSA UNIVERSITY, 2024-03) YOHANNES MULUGETA MUE
    The aim of this study was to investigate the effect of customer relationship management on customer satisfaction in the case of Ethio Telecom Yirgalem town service center. Quantitative research approach along with Explanatory research design was adopted to address the specific objectives of the study. Population of the study was Ethio Telecom service subscribers, of which a sample size of 385 was selected. Convenience sampling technique which is one type of non-probability sampling was applied. Structured questionnaires were used to collect primary data from the targeted sample respondents. SPSS version 20 statistical tool was also used for carrying out both descriptive and inferential statistics analyses. Multiple linear regression was employed to investigate the relationship between customer relationship management and customer satisfaction. Results of the findings revealed that network quality, perceived value, loyalty program and relational experience dimensions of customer relationship management had strong and positive relation with customer satisfaction in the context of Ethio Telecom’s service subscribers. Network quality had relatively the highest positive and statistically significant effect on customer satisfaction followed by loyalty program offered by the company. Perceived value and relational experience showed the least influence on customer satisfaction. It is recommended that the managements of Ethio Telecom Yirgalem service center should work on the improvement of network quality and implementation of more loyalty programs to improve their customer’s satisfaction more
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    THE EFFECTS OF PROMOTIONAL MIX ELEMENT ON CONSUMER BUYING BEHAVIOR IN CASE OF SELECTED MICROFINANCE INSTITUTION IN BUTAJIRA TOWN
    (HAWASSA UNIVERSITY, 2024-11) YESHIWAS HAILU
    In the contemporary competitive marketing landscape, promotional mix methods are essential for attracting and retaining consumers, with a focus on brand recognition, product loyalty, and corporate image within firms. The study aims to analyze the impact of advertising, sales promotion, personal selling, and public relations on consumer buying behavior in the studied region. The study used both descriptive, explanatory, and a cross-sectional research designs. The study employed both qualitative and quantitative approaches. Primary data was collected from sample respondents, while secondary data was collected from published and unpublished sources. The target population was customers of microfinance institutions. The study used a non-probability sampling technique. The study used a self administered questionnaire to collect data on consumer buying behavior. The questionnaire was designed with close-ended questions and a five-point Likert scale. The data was analyzed using descriptive and inferential analysis. The Cronbach alpha coefficient was computed to check the reliability of the questionnaire. The study adhered to ethical considerations, including the right to participate, confidentiality of responses, and an open-minded approach. The study found that advertising is the most decisive promotional mix element affecting consumer buying behavior in the micro-finance sector. Other factors like personal selling, sales promotion, and public relations also had positive effects. The research indicates that positive consumer attitudes towards various promotion tools, such as advertising, sales promotion, personal selling, and public relations, significantly influence consumer buying behavior. This understanding can help marketers develop effective promotional strategies and services. The study suggests that micro-finance institutions should enhance their advertising efforts and promote promotion to motivate consumers effectively
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    EFFECTS OF NEW PRODUCT DEVELOPEMENT ON CUSTOMER SATISFACTION: A CASE STUDY OF COMMERCIAL BANK OF ETHIOPIA HAWASSA CITY, ETHIOPIA
    (HAWASSA UNIVERSITY, 2024-10) TESEMA TARIKU
    In today's dynamic and highly competitive market, new product development has become one of the primary activities towards survival of any businesses. New product development has become potentially valuable way of securing competitive advantage by improving organizational performances and improving customer satisfaction through quality service. The general objective of the thesis was to identify the effect of new product development on customer satisfaction in CBE (Tabor, Fura and Geburial branch). It conceptualized and developed by five independent variables (reliability, trust, perceived ease of use, perceived usefulness and relative advantage) and dependent variable (on customer satisfaction). The study has theoretical and methodological scope. This study used both descriptive and explanatory research designs. The total population for the study was 45,550 and the sample size for this figure was 396. Those Sample respondents for this study were selected by using non probability, convenience sampling method. Data were collected from primary sources through closed structured questionnaire and analyzed through both descriptive and inferential methods. For the sake of achieving the objectives of this study, questionnaires were analyzed using descriptive and inferential analyses with the help of SPSS version 21 statistical software program. The descriptive analysis was conducted by using (frequency, percentage, mean and standard deviation). On the other hand, inferential analysis was conducted by using Pearson correlation method and linear multiple regression method. The study reveals that all new product development dimensions such as reliability, trust, perceived ease of use, perceived usefulness and relative advantage have statistically significant relationship and statistically positive and significant effects on CBE customer satisfaction. Based on the findings, the researcher recommends that management of the bank has to improve reliability of the products, trust, easiness to use, perceived usefulness and relative advantage of the products and the bank should evaluate its performance so as to understand customers’ need and to get continuous competitive advantage in the banking industry