Thesis & Dissertations(Doctoral & Master)

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Branding, Service Quality and Sales Performance of Tours and Travel Companies in Uganda.
(2024) Buyera, Calvin David
The purpose of the study was to examine the contribution of branding and service quality on sales performance of tour and travel companies in Uganda. The research problem was that tours and travel companies in Uganda are faced with a problem of low sales indicated by the failure to meet financial targets, and high rates of labor turnover and collapse of some tours and travel companies. Hence the study objectives were: to examine the relationship between branding and sales performance in tours and travel companies in Uganda, to establish the relationship between service quality and sales performance in tours and travel companies in Uganda, to examine the relationship between branding and service quality in tours and travel companies in Uganda and to establish the mediating role of service quality in the relationship between branding and sales performance in tours and travel companies. The study used a cross sectional design using a quantitative research method. A sample of 260 tour and travel companies was selected from the population of 800. This was done using a simple random sampling approach. A questionnaire was used to collect data. Findings show that there is a strong, positive and significant relationship between branding and sales performance (r =.737, p<.01), there is a strong, positive and significant relationship between service quality and sales performance (r =.790, p<.01), there is a strong and positive relationship between branding and service quality in tours and travel firms in Uganda (r=.790, p<.01) and that service quality significantly though partially mediates in the relationship between branding and sales performance in tours and travel companies in Uganda. On that basis it was recommended that: the companies should invest in strategic branding initiatives that encompass not only visual identity but also values, customer perception, and overall organizational reputation, they should invest in continuous training programs focused on customer service skills, and that they should focus on an integrated approach where both branding and service quality are developed and managed harmoniously.
Celebrity Endorsement, Brand Equity and Sales Performance of Alcoholic Beverage Companies in Kampala, Uganda.
(2023) Kimera, Timothy
The study examined the relationship between celebrity endorsement, brand equity and the sales performance of alcoholic beverage companies in Kampala Uganda. A cross sectional survey design was used for the study. A sample of 44 alcoholic beverage companies was drawn from a population of 50 companies. To have a comprehensive analysis of the study, the researcher chose three respondents from each company. These included; the marketing, brand and sales managers. This represented a total number of 132 respondents. From the findings, a total of 104 respondents returned questionnaires constituting a response rate of 79%. The data was collected using a closed ended self-administered questionnaire and was analyzed using SPSS version 27. Pearson correlation and regression analysis were used to determine the degree of the relationship between celebrity endorsement and brand equity on the sales performance of alcoholic beverage companies in Kampala. The correlation analysis revealed that a significant and positive relationship between celebrity endorsement and sales performance of alcoholic beverage companies in Uganda (r =.421**, p<0.01). It also revealed that there was a significant positive relationship between celebrity endorsement and brand equity. The regression results of the study indicated that 29.3% variations in sales performance are due to variations in a combination of celebrity endorsement and brand equity. This implies that a positive increase in celebrity endorsement and brand equity leads to a positive change in sales performance of alcoholic beverage companies in Uganda. The study recommends that managers of alcoholic beverage companies should continue to engage viable endorser-brand fit in the marketing communication efforts, as this will enhance the image of their brand in the consumers‟ mind and contribute to the positivity of sales performance.
Consumer Perception, Consumption Values and Product Usage in Beauty and Cosmetics Industry of Uganda.
(2023) Wanjala, John
The study focused on examining the relationship between consumer perception, consumption values, and product usage of cosmetic products in Uganda. The study was guided by three objectives namely; to establish the relationship between consumer perception and product usage to establish the relationship between consumption values and product usage and to examine the combined effect of Consumer perceptions, consumption Values on product Usage The study adopted a cross sectional design because the researcher collected data from one specific point in time. The study also adopted a quantitative approach since it is meant to test rather than generate theory and focused on describing and drawing inferences from the relationships of the variables. Quantitative research was used because it was conclusive in its purpose, as it tries to quantify a problem and understand how prevalent it is by looking for projectable results to a larger population. The Unit of inquiry were consumers of Cosmetic products in Uganda focusing mainly on those in Kampala because being the urban district, most of the people use cosmetics and the unit of analysis were customers of the major companies producing the cosmetics products based on the customer registers of the companies which 1,403 customers. A sample size of 302 respondents was selected from consumers as determined by Krejcie and Morgan (1970). The findings indicated a strong positive relationship between Consumer Perception and Product Usage. A higher level of consumer perception, which may include positive attitudes, beliefs, and opinions about the cosmetic product, is associated with a greater likelihood of increased usage. The study findings established that there was a positive and significant relation between consumption values and product usage. The findings indicate that both Consumer Perceptions and Consumption Values have significant positive effects on Product Usage of cosmetic products. Therefore, companies have to focus on gaining positive consumer attitudes and ensuring positive consumption values towards their products so as to increase products usage of cosmetics products. Both consumption values and consumer attitude can lead to improvement of product usage of cosmetic products.
Corporate Social Responsibility (CRS) and Brand Building in Commercial Banks.
(2023) Awelo, Gloria
The growing interest to build a brand has made commercial banks think diversely which has led to the interest in Corporate Social Responsibility (CSR). Henceforth, to add to the growing scholarly debate in this dominion, this research was set out. That is, it was set out to investigate the extent to which selected CSR activities can be used by commercial banks to build distinct brands using CERUDEB as a case study. Given the qualitative nature of this research study, data source triangulation was used to ascertain whether data that was gathered remained unchanged in different contexts. The study focused on a case study research design, which was found to be appropriate. 30 participants were engaged for this study using a set of unstructured interview guides and a response rate of 100% was realised. Data aggregation was done basing on the grounded theory and thereafter, the data was analysed using the adaptive theory approach. Findings reveal that there is a significantly positive relationship between CSR and Brand Building as clearly tabulated and illustrated in chapter 4. It is upon these findings that the relevant conclusions were drawn. CERUDEB as the case study was found to be a relevant and a corresponsive choice for this research. The study clearly revealed that CERUDEB that started nearly as an NGO actually maintained its focus on CSR throughout the years it has so far existed for the well being of the people it serves and the communities at large. Therefore, upon this background of CSR, more and more has continuously been done by CERUDEB in line with CSR and the results are evident. Due to these efforts CERUDEB has emerged as one of the top performing commercial banks in Uganda even surpassing the performance of the long existing international commercial banks operating in Uganda. Furthermore, CERUDEB that initially started as a micro finance company lending to the poor and assisting them in various financial abilities has grown and built a brand in the banking industry. A brand that is highly appreciated for its efforts to transform the lives of the rural people and not only focus on reaping profits.
Customer Relationship Marketing, Customer Satisfaction and Customer Loyalty for Carbonated Soft Drinks among Students of Institutions of Higher Learning in Nakawa Division.
(2023) Ayikoru, Stella
The purpose of the study was to examine the relationship between customer relationship marketing, customer satisfaction and customer loyalty in the carbonated soft-drinks industry among students in Institutions of higher learning in Nakawa division. The study adopted a cross-sectional research design with a sample of 324 consumers (students) of carbonated soft drinks industry among students in Institutions of higher learning in Nakawa division. The data was analyzed using SPSS version 22 to establish the statistical relationships between the variables and also establish the extent to which customer relationship marketing and customer loyalty explains the variance in customer loyalty in the carbonated drinks industry. The results of the study reveal that the existence of a positive and significant relationship between customer relationship marketing and customer loyalty, and a positive and significant relationship between customer satisfaction and customer loyalty. It further reported that customer relationship marketing and customer loyalty explains 64.72 percent of the variance in customer loyalty in the carbonated drinks industry. The study also revealed a positive and significant relationship between customer relationship marketing and customer satisfaction on customer loyalty for carbonated soft drinks among students in higher institutions of learning in Nakawa division. The study is limited by the research design choice; the study was cross-sectional in nature and thus missed out on the benefits of a longitudinal study. Data points were only captured at a specific point in time, whereas changes in the responses over time would have given deeper insights. The study revealed the important link between word of-mouth and customer loyalty, as further research, effort ought to be directed towards establishing the relationship between peer pressure and customer loyalty among students in institutions of higher learning. In addition, studies ought to establish the sensory appeal aspects of carbonated soft drinks that create perceptions of value.
Digital Marketing Strategies Implementation and Sales Performance During the Disruptive COVID-19 Era.
(2023) Nalubwama, Winnie
This study sought to investigate the relationship between digital marketing strategies implementation and sales performance during the disruptive COVID-19 era in Colline Hotel Mukono. The study was guided by five specific objectives; that is to investigate the relationship between social media marketing strategy implementation and sales performance at Colline Hotel Mukono, to investigate the relationship between E-mail marketing strategy implementation and sales performance at Colline Hotel Mukono, to examine the relationship between mobile marketing strategy implementation and sales performance at Colline Hotel Mukono, to investigate the effect of digital marketing strategies implementation and sales performance at Colline Hotel Mukono, and to examine the moderating effect of the disruptive COVID-19 era on the relationship between digital marketing strategies implementation and sales performance at Colline Hotel Mukono. The study employed a quantitative design due to its ability to investigate the phenomenon at once. The study targeted a sample size of 92 respondents including include sales managers, sales executives, sales representatives, and distribution staff at Colline Hotel. These participants were selected simple randomly. Data was collected using structured questionnaires and interview guides for key informants. Overall, 87.5% of the sample participated. All research findings are presented in tables. The study findings revealed that email marketing strategy implementation, significantly affects sales performance at Colline Hotel. The findings indicate that social media marketing strategy implementation, and Mobile marketing strategy implementation did not have a significant relationship with sales performance. The findings as portrayed by the adjusted R Square indicated that 14.1% of sales performance at Colline Hotel was explained by the three predictor variables (social media, email, and mobile marketing strategy implementation). The disruptive COVID-19 pandemic was found to have a significant moderation effect on the relationship between mobile marketing strategy implementation and sales performance at Colline Hotel. In due regard, the study concluded digital marketing strategies implementation during this era of COVID-19 is vital in the enhancement of sales performance. The study recommends that marketing managers should embrace email, and mobile marketing strategy implementation so as to grow their sales performance base by ensuring use of opt-in (subscription) emails for sending its marketing messages, and using mobile marketing to offer direct communication to customers.
Digital Technologies, Social Networks, and Inward Internalization of Ugandan Tourism Firms.
(2024) Kabahita, Charity
This study investigated how digital technologies and social networks facilitate the efforts of Ugandan tourism firms to attract international customers and contribute to their competitiveness in the global tourism industry. The study used a quantitative approach to data collection and analysis. During the quantitative phase, a survey questionnaire was distributed to a sample of Ugandan tourism firms to collect data on their use of digital technologies and social networks in their inward internationalization efforts. Statistical analyses were performed to assess the impact of digital technologies, such as investing in a website, using social media and online sales platforms, and the role their social networks play in their inward internationalization efforts. The findings of this study add to the existing literature by shedding light on the role of digital technologies and social networks in Ugandan tourism firms' inward internationalization. The research aims to provide policymakers, tourism industry stakeholders, and individual firms with practical recommendations on how to harness the potential of digital technologies and social networks for effective inward internationalization. This study aims to support the growth and competitiveness of Uganda's tourism sector in the global market by improving understanding of the factors that influence the success of inward internationalization.
Firm Capabilities, Marketing Capabilities and Internationalization of Local Ugandan Coffee Brands.
(2023) Ntende, Julius
This study sought to examine the relationship between firm capabilities, marketing capabilities and internationalization of Ugandan local coffee brands. The research problem was that despite the importance attached to brand internationalization, there remain low levels of brand internationalization for Ugandan local coffee brands. The research objectives were to examine the relationship between firm capabilities, and internationalization of Ugandan local coffee brands, to examine the relationship between marketing capabilities and internationalization of Ugandan local coffee brands and to examine the combined effect of firm capabilities and marketing on internationalization of Ugandan local coffee brands. The research design was based on a cross sectional study using a quantitative approach. The sample comprised of 24 coffee exporting brands and a simple random sampling approach was used to identify any ten (10) staff from each brand. The research instrument used is a structured questionnaire with pre-coded answers administered to the respondents. The correlation between firm capabilities and brand internationalization was positive and significant (r = .782**, p < .01). Additionally, marketing capabilities were found to have a substantial positive correlation with brand internationalization constructs (r = .854**, p < .01). Both firm capabilities and marketing capabilities predict 73.6 percent of the variance in brand internationalization (Adjusted R Square = 0.736). Based on these findings it was recommended that Ugandan coffee brands aiming for internationalization should invest strategically in developing and enhancing their core firm capabilities, there is a need for a dynamic approach that allows for adaptation and continuous reconfiguration of firm capabilities, local coffee brands should invest in continuous innovation and differentiation in their product offerings, emphasis should be placed on developing dynamic pricing and promotion strategies, and that brands should focus on leveraging emerging digital marketing, tools, analytics, and artificial intelligence to create personalized and data-driven marketing strategies.
ICT Adoption, Innovation Capabilities and Export Performance of Agro-Processing Firms in Uganda.
(2023) Kabalega, Anderson Roweny
The study was undertaken to examine the relationship between ICT adoption, innovation capabilities and export performance of agro processing firms in Uganda. The objectives that guided the study included; to establish the relationship between ICT adoption and export performance of agro processing firms in Uganda, to examine the relationship between innovation capabilities and export performance of agro processing firms in Uganda and to establish the combined effect of ICT adoption and innovation capabilities affect Export performance of agro processing firms in Uganda. The study was conducted using a cross sectional survey design which involved a quantitative approach with a sample size of 175 out of the total population of 320 exporting agro-processing firms in Uganda from which 164 responded and hence the response rate of 94.2%. Questionnaires were used for the purpose of data collection. Descriptive statistics were run to describe the characteristics of the respondents while Pearson Correlation analysis and regression analysis tests were run to test the relationships between the variables and their predictive potential on export performance respectively. The analysis done revealed that a significant relationship existed among all the study variables of ICT adoption, Innovation capability and export performance. Therefore, the study recommended that exporting agro-processing firms should enhance their innovation capabilities, adopt ICT in their operations in order to improve their export performance. This study research provides several insights to a broad constituency of policymakers and business leaders in emerging markets wishing to inquire into whether and how innovation and ICT adoption help to enhance export performance.
Management Attitudes, Organizational Capabilities and Export Readiness of Firms in the Central Region of Uganda
(Makerere University Business School, 2018-10) Balibali, Noreen Bukosera Kamoti
The global business environment is being dominated by the trade liberalization agenda. In this context increasing exports has been an important aspect to many countries like Uganda as it contributes to economic growth. A study was conducted to examine export readiness among firms in Uganda. The specific objectives were; to analyse the export readiness of firms in Uganda, to analyse the relationship between management attitudes and export readiness of firms, to analyze the relationship between organizational capabilities and export readiness, and to analyse the extent to which organizational capabilities mediate the relationship between management attitudes and export readiness. A questionnaire was used to collect data from 139 export firms on their perception and level of export readiness at Uganda Export Promotions Board. Descriptive statistics, factor analysis and inferential statistics in form of correlations and regressions were generated to answer the research questions. The study findings revealed that there was a significant positive relationship between management attitudes and export readiness of firms in Uganda (r = .539, p<.01). Further still export readiness had a significant positive relationship with factors of management attitudes, these are, export commitment (r = .469, p<.01) and international orientation (r = .475, p<.01). There was also a significant positive relationship between organizational capabilities and export readiness (r = .557, P<.01). The sobel test for mediation showed that the mediating effect was significant (Z = 3.177, p<.01), implying that organizational capabilities, has a partial mediation effect on the relationship between management attitudes and export readiness. The study concludes that management attitudes had a positive association with export readiness and organization capabilities hence having positive association with export readiness. To this end therefore, the study recommends focus on creating firm’s competiveness by leveraging on the firm’s organizational capabilities, further research and analysis on foreign markets, as well as setting up of a good information systems to provide management with information about the export market and their customers as well as information regarding their competitors.
Network Relationships, Marketing Capabilities and Performance of Micro, small and medium enterprises within urban areas in Uganda: A case of Nakawa Division
(Makerere University Business School, 2018-10) Najjingo, Erinah
Micro, Small and Medium Enterprises (MSMEs) are key drivers in world economies and are a means of creating employment and hence poverty alleviation. This study sought to examine the relationship between Network Relationship, marketing capabilities and performance of MSMEs. A Cross sectional survey was used as a methodology in which a population of 8270 businesses in the food processing and restaurant, metal fabrication and wielding and market vendors were considered. From this population 367 businesses were drawn as a sample using stratified sampling method to group the businesses and simple random sampling to select the respondents. The study findings indicated that there is a significant positive relationship between marketing capabilities and performance of MSMES, there is also a significant positive relationship between network relationship and performance of MSMEs, and a significant positive relationship between network relationship and marketing capabilities. On the mediating role of marketing capabilities in the relationship between network relationships and performance of MSMEs the findings showed a significant mediating effect of (Z = 5.795, p<.01). It was found out that there is a positive and significant relationship between network relationships, marketing capabilities and performance of MSMES.
Perceived Cost, Trust, Consumer Attitude and E-Commerce Adoption by Consumers Post Covid-19 Era in Nakawa
(Makerere University Business School, 2024) Kashongore, Joel
The purpose of the study was set to examine the relationship between trust, consumer attitude, perceived cost and the adoption of e-commerce in Nakawa during and after the covid-19 pandemic. The study was guided by the following objectives. To establish the relationship between perceived cost and e-commerce adoption in Nakawa. To examine the relationship between consumer attitude and e-commerce adoption in Nakawa. To determine the relationship between trust and e-commerce adoption in Nakawa. To find out the mediating role of consumer attitude in the relationship between perceived cost and adoption of e-commerce. To determine the mediating role of consumer attitude in the relationship between trust and adoption of e-commerce. The study adopted a cross sectional design because the researcher collected data from one specific point in time. The study also adopted a quantitative approach since it is meant to test rather than generate theory and focused on describing and drawing inferences from the relationships of the variables. This study considered responses between 30 and 500 to be appropriate. The researcher employed convenient sampling as the preferred sampling method. The study findings established that there was a negative and significant relation between perceived cost and e-commerce adoption in Nakawa. It was also indicated a strong positive relationship between consumer attitudes and e-commerce adoption. The findings further established a significant and positive relationship between trust and e-commerce adoption. This study established that there is a partial and significant mediation effect of consumer attitude in the relationship between perceived costs. This study established a partial and significant mediation effect of consumer Attitudes in the relationship between trust and e-commerce adoption. the relationship between trust, perceived cost, and consumer attitudes, and e-commerce adoption is complex and multi-faceted. The findings of this study suggest that trust, perceived cost, and consumer attitudes are all important factors in shaping the adoption of e-commerce. The positive relationship between trust and e-commerce adoption highlights the importance of building trust in e-commerce platforms, while the positive relationship between perceived cost and e-commerce adoption underscores the need to reduce the perceived cost of using e-commerce. Consumer attitudes also play a crucial role in shaping the relationship between trust and adoption, serving as a mediator between these two factors. The study recommends E-commerce platforms should address security and privacy concerns by implementing secure payment methods, protecting personal information, and providing clear and detailed information about their privacy policies.
Perceived Ease of Use, Perceived Usefulness and Consumer Adoption of Branded Mobile Applications.
(2023) Guwatudde, Caroline
The study sought to examine the relationship between perceived ease of use, perceived usefulness and consumer adoption of branded mobile applications in the Telecommunications industry in Uganda. This study was motivated by the fact that while both Airtel Uganda and MTN Uganda which are amongst the three national telecommunications operators and are also the largest players in the industry, have invested a lot in developing and creating awareness of the existence of the branded mobile applications, aimed at building relationships with their customers and bringing services closer to them, adoption levels have consistently been low. It is therefore important to establish if there is a relationship between perceived ease of use, perceived usefulness and consumer adoption of branded mobile applications. This information is useful for Telecommunications service providers in developing mobile applications that will specifically benefit both the service providers and customers through a growth in the adoption rate. The research examined the extent to which perceived ease of use and perceived usefulness individually affected consumer adoption of branded mobile applications in the Telecommunications industry. It also examined the joint effect of both perceived ease of use and perceived usefulness on consumer adoption of branded mobile applications in the Telecommunications industry. The study adopted a cross sectional survey design using quantitative approaches by interviewing identified respondents from Airtel Uganda and MTN Uganda. The key findings of the study revealed a significant positive relationship between perceived ease of use and consumer adoption of branded mobile applications in Uganda’s Telecommunications industry (r = .667, P≤.01). Furthermore, it was revealed that there was a significant positive relationship between perceived usefulness and consumer adoption of branded mobile applications in Uganda’s Telecommunications industry (r = .650, P≤.01). Regression analysis was done to examine the joint effect of perceived ease of use and perceived usefulness on consumer adoption of branded mobile applications and it was revealed that together, both variables explain up to .485 of the variance in the consumer adoption of branded mobile applications in the Telecommunications industry. Companies that hope to provided branded mobile applications to their consumers should consider making them user friendly, requiring minimal effort to use, as well as being customizable to meet individual user needs.
Prior Knowledge, Entrepreneurial Alertness and International Opportunity Exploitation in Uganda's Dairy Sector.
(2023) Kembabazi, Owen
The purpose of the study was to examine the relationship of prior knowledge and entrepreneurial alertness towards international opportunity exploitation. This study greatly focused on prior knowledge and entrepreneurial alertness as independent variables. On the other hand, international opportunity exploitation was the dependent variable. The study used a cross sectional research design. A sample size of 26 dairy exporting firms, of which two respondents that was the marketing manager and export manager were considered thus a total of 52 respondents from different exporting dairy firms in Uganda. A total of 52 respondents from 26 Ugandan dairy exporting firms, where two respondents, the marketing manager and export manager per firm were considered. The data was tested for reliability, analyzed using SPSS and results presented based on the study objectives. Correlational, regression and mediation analyses were carried out. The results suggest that there was a significant positive relationship between Prior knowledge and International opportunity exploitation as well as entrepreneurial alertness and international opportunity exploitation. The mediation analysis revealed that entrepreneurial alertness has a full mediation effect on the relationship between prior knowledge and international opportunity exploitation. Therefore, this implies that any positive change on international opportunity exploitation is associated with a positive change in prior knowledge and entrepreneurial alertness. Therefore, the study recommended that dairy exporting firms should ensure that they always acquire up to date information in relation to market conditions and operations of international markets , include in their human resources structure a position of an executive whose is tasked with searching for new information as well as engaging relevant bodies such as the export Promotions Board and the Ministry of Trade to formulate and update policies to be able to capture the changing dynamics of the export market. It is also important for dairy exporting firms in Uganda to network among themselves such that they can be able to share information and also be able to take advantage of the opportunities on a much bigger scale in the international market.
Social Media Marketing and Perceived Market Performance of the Telecommunications Industry in Uganda.
(2023)
The main objective of the study was to understand how social media marketing and percieved marketing performance are related. The study was guided by four objectives; to examine the relationship between social media marketing and perceived marketing performance, to assess the relationship between interaction and perceived market performance, to establish the relationship between trendiness and perceived market performance, and to identify the relationship between promotion and perceived market performance in the telecommunication industry in Uganda. A quantitative cross sectional research design was used for this study. The study‟s unit of analysis was MTN Uganda, and the unit of inquiry was employees of MTN Uganda. In this study, 181 respondents were determined from a population of 380 based on the model by (Krejcie & Morgan, 1970). Findings from correlation analysis indicated that interaction had a significant positive relationship with perceived market performance (r=0.707 and P-value<0.01), trendiness had a positive significant relationship with perceived market performance (r=0.680 and P-value<0.01) and promotion also had a positive relationship with perceived market performance (P-Value<0.01 and r=0.708). Furthermore, the findings indicated that there is a significant positive relationship between social media marketing and perceived market performance (r=0.784 and P-value<0.01). The regression model revealed that a unit increase in interaction corresponds to a 0.484 unit increase in perceived market performance (Beta=0.484, P<.001), a unit increase in trendiness is associated with a 0.172 unit increase in perceived market performance (Beta=0.172, P<.01). Similarly, a unit increase in promotion is associated with a 0.248 unit increase in perceived market performance (Beta=0.248, P<.001). Furthermore, the research study results indicated that interaction better explains perceived market performance with Beta=0.484 than trendiness which has Beta=0.172 and promotion with Beta=0.248 and that there was no multicollinearity among the independent variables since all the values are of Variance Inflation Factor (VIF) that was less than 10.
Social Norms, Product Awareness, Customer Attitudes, Perceived Mortgage Risk and Performance of Morgage Loans.
(2023) Kalule, Ssengo Emmanuel
The study sought to investigate the relationship between social norms, product awareness, customer attitudes, perceived mortgage risk and performance of mortgage loans in selected commercial banks. The study undertook a cross sectional survey design with a population of 28 commercial banks from which only 10 commercial banks that offer mortgage financing were selected. A structured questionnaire was used to collect data. Measurement of the variables of the study (social norms, product awareness, customer attitudes, perceived mortgage risk and performance of mortgage loans) was done and subjected to rigorous data processing and analysis using the relevant statistical computer software packages (SPSS V23 & PLS-SEM). Findings indicated that there were positive and significant relationships between social norms, product awareness, customer attitudes and performance of mortgage loans, whereas, a negative significant relationship was observed between perceived mortgage risk and performance of mortgage loans in commercial banks. The results from regression analysis showed that product awareness, customer attitudes and perceived mortgage risk were significant predictors of the performance of mortgage loans in commercial banks except social norms. The study recommends therefore, that since the model could only explain 59.5% in variance of the performance of mortgage loans, a study be carried out comprising of other factors which were not part of the model. Some of the factors that should be considered should include customer satisfaction, service quality, favorable interest rates, favorable mortgage policies among others. The stakeholders in the banking sector should develop strategies in line with the study variable relationships to enhance the performance of mortgage loans in commercial banks in Uganda.

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