Does Consumer Bond and Business Reputation Affect Attitude of Customers Towards Performance of the Business Organizations? The Case From Selected Hotel Industry in Ethiopia

Abstract

This study was investigated how Consumer Bond and Business Reputation affect the attitude of customers towards performance of business organizations; the case from selected hotel industry in Ethiopia. Because company’s reputation mostly depends on consumer satisfaction in un stable markets. Due to this fact, the current study was conducted to examine customer’s attitude in line with Consumer Bond and company’s reputation. Due to ambigiuty in the Ethiopian market, no company can go smoothly in this un balanced market. In order to attain the main objectives of the study, data were collected from registered hotels operationalzed in Ethiopia, Oromia Regional States of East Guji Zone ( Negele, shakiso and Adola) towns Medium sized hotels those are verified by the Zonal Culture and Tourism Office (ZCTO). Farther more, Structured questionnaires were employed and a total of 358 questionnaires were distributed to the top management employees and 358 responses were received. For hypothesis testing, AMOS (Analysis of a moment Structure) was used. In this case, the Factor Analysis (FA) which is the pre requisite for SEM (Structural Equation Modeling) was employed. Accordingly, the findings revieled that, Consumer Bond and Business Reputation have a positive and significant effect on organizational business performance.