Browsing by Author "Kakama, Amon"

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    Relationship Quality, Customer Satisfaction, Customer Loyalty and Firm’s Market Based Performance of Logistics Companies in Uganda.
    (Makerere University Business School, 2022-04-22) Kakama, Amon
    This study was about examining how relationship quality, customer satisfaction, customer loyalty relates with firm’s market performance. It was initiated because in Ugandan logistics sector firm’s market performance was much questioned as many firms in the logistics sector had closed operations. The study was guided by three objectives which were to 1. to examine the relationship between relationship quality and customer loyalty, ii) to establish the relationship between customer satisfaction and customer loyalty and iii) to examine the relationship between customer loyalty and firm’s Market performance In order to achieve the above objectives six prominent (6) logistics firms in the Ugandan logistics sector were selected to represent the entire industry. From each logistics firm managers and directors were selected to respond to the research questions. A total of 156 respondents were contacted and made their contributions to the study. Data collected was analyzed and presented according to order of objective. The findings revealed a strong positive relationship between relationship quality, customer satisfaction, customer’s loyalty and logistics firm’s market performance. It was concluded that, poor relationship quality and inadequate customer satisfaction resulted into low level of customer loyalty which resulted into poor logistics firm’s performance. Basing on above, the researcher recommended to management of logistics firms that more efforts were needed in improving relationship quality between logistics firms and their clients, that management needed to focus on improving their customer satisfaction so that customer loyalty could be improves which would result into improved firm’s market performance.by leadership of the school.