Browsing by Author "Busingye Jessica"

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    An Examination of the Satisfaction of B2b Customers at Roofings Group Limited
    (Makerere University Business School, 2025-04-29) Busingye Jessica
    This study was aimed at suggesting strategies to manage the satisfaction of B2B customers at Roofings group. It was guided by objectives which included: establishing the level of satisfaction of B2B customers at Roofings group, identifying the factors determining the level of customer satisfaction at Roofings group and suggesting strategies towards managing the satisfaction of these customers. The population of the study consisted of 350 customers who have traded with the company for the sole purpose of reselling the products purchased in the categories of dealers, corporate and export customers The sample size of the study was 186 customers who have consistently traded with the company for. past two years from the time of conducting the research. The study used descriptive statistics and primary data collection tool used was a survey questionnaire. The levels of customer satisfaction among the B2B customers considered included: very satisfied, satisfied, neutral, dissatisfied and very dissatisfied. The findings showed that different factors influence customer satisfaction of B2B customers at roofings group and these include: product quality, pricing, communication, the sales process and trust. The respondents indicated that product quality, communication and trust contributed to greatly to their contentment levels with the company while there was a variability in responses when it came the sales process and pricing, with some respondents showing high satisfaction, others being indifferent and dissatisfied. The latter present an opportunity for further investigation. Based on these findings, the study recommended that the satisfaction of B2B customers at Roofings group can be managed using strategies like offering loyalty programs to consistent customers, training the sales team in negotiating effectively, increasing online engagements and carrying out more advertising. These were mostly agreeable to the respondents however more in-depth strategies like customization of services and price matching strategies can be explored to improve fulfilment of B2B customers at Roofings group.