Browsing by Author "Lugero, Alex"

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    Customer Participation, Customer Brand Engagement and Customer Brand Loyalty.
    (Makerere University Business School, 2021-08-27) Lugero, Alex
    The study sought to establish the relationship between customer participation, customer brand engagement and customer brand loyalty of Smile Telecommunication Company. The study adopted across sectional and correlation quantitative design using a sample size 335 respondents of Smile Telecommunication Company. The data were tested for reliability and validity, analyzed using SPSS version 21 and results presented based on the study objectives. The study findings revealed positive and significant relationships between customer participation and customer brand loyalty, customer participation and customer brand engagement, which implies that when one variable is improved it leads to improvement of the other. Furthermore, the hierarchical regression analysis indicates that customer participation combined with customer brand engagement have a greater influence on the customer brand loyalty (Adj R2 of 0.298). However, it was further revealed that customer participation was a better predictor of customer brand loyalty compared to customer brand engagement. Therefore, Smile Telecommunication company should ensure that there is proper customer participation in terms of involving stakeholders during decision making and making any changes during branding which can easily be adapted even by other company and also having a clear mission which shows clear direction to the development of the company and the mission of the firm should be in line with goals of the company since this will result in to improvement in customer brand loyalty.