MUBSIR

 

Communities in MUBSIR

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Now showing 1 - 5 of 12
  • Conference Proceedings, Workshops ,Technical and Working Papers
  • Faculty of Business Administration (FOBA)
    This Community hosts scholarly and institutional research outputs from the Faculty of Business Administration at Makerere University Business School. It promotes open access, research visibility, and long-term preservation in accordance with the MUBS Institutional Repository Policy.
  • Faculty of Commerce
    This Community contains scholarly and institutional outputs from the Faculty of Commerce, including: Postgraduate theses and dissertations, Peer-reviewed journal articles, Conference papers and proceedings, Policy briefs and technical reports, Research datasets and digital archives, Books and book chapters, Working papers and preprints, Institutional publications and faculty reports All submissions comply with the MUBS Institutional Repository Policy (2025), including metadata standards (Dublin Core), licensing requirements, embargo provisions, and digital preservation protocols.
  • Faculty of Computing and Informatics.
    This community contains scholarly research outputs from the Faculty of Computing and Informatics, including: Postgraduate dissertations and theses, Faculty research publications, Conference papers and proceedings, technical reports, Working papers, Research datasets (where applicable) Teaching and learning materials approved for repository inclusion All materials are deposited in accordance with the MUBS Institutional Repository Policy and are subject to quality review and metadata standards as prescribed by the Library and Repository Administration.
  • Faculty of Economics, Energy and Management Sciences. (FEEMS)
    This community contains theses, dissertations, journal articles, research papers, policy briefs, datasets, and other scholarly outputs related to economics, energy, and management sciences produced at MUBS. It supports open access, research visibility, and compliance with institutional and global scholarly communication standards.

Recent Submissions

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Corporate Social Responsibility (CSR) and Brand Building in Commercial Banks:
(Makerere University Business School, 2023-10-24) 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.
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Consumer Attitudes, Subjective Norms, Percieved Behavioral Control and Adoption of Online Shopping in Uganda.
(Makerere University Business School, 2024-11-13) Amase Daisy Patience
This paper presents consumer attitudes, subjective norms, perceived behavioral control and adoption of online shopping in Uganda. The purpose of the study was set to examine the relationship between customer attitudes, subjective norms, and perceived behavioral control and on line shopping in Uganda and the key study area was Kampala district central division. The objective of the study was to establish the effect of consumer attitude, subject norms, perceived behavioral control and the predictive power of the three variables and online shopping. The study adopted a cross sectional design because the researcher collected data from one specific point in time. To fulfill this purpose, four objectives were developed, to answer this study. The study followed a quantitative cross-sectional approach, and the data collection was made possible through a survey questionnaire targeting online shoppers in Kampala central Division. A sample of 380 respondents was used of which 243 usable questionnaires were returned. Data analysis was done using SPSS Version 25, where correlation and multiple regression analyses were performed to describe the sample and answer to research questions. The results indicated that Customer attitudes and Perceived Behavior control are positively related to the shopping in Uganda. Customer attitude is a stronger predictor of shopping than Perceived Behavior control. Of particular note, the study revealed an intriguing result that subjective norms do not have a significant influence on online shopping in Uganda. From the above findings, it was concluded that attitude is the most significant predictor of behavioral intention to adopt online shopping in Uganda, followed by perceived behavioral controls and Subjective norms. Recommendations based on the above findings include; collaborating with social media influencers or running campaigns that encourage word-of-mouth recommendations could increase visibility and potentially shape consumer perceptions over time; enhancing user experience and Accessibility of online shopping services and finally consumer attitudes toward online shopping in Uganda may be shaped by concerns around reliability, product quality and so on.
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Customer Relationship Marketing, Customer Satisfaction and Customer Loyalty for Carbonated Soft Drinks Among Students of Institutions of Higher Learning in Nakawa Division
(Makerere University Business School, 2023-05-04) 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 analysed 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.
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Competitive Strategies, Brand Equity, and Sales Performance of Carbonated Soft Drinks Companies in Uganda.
(Makerere University Business School, 2025-06-17) Ayebare Angel
The study sought to establish the relationship between brand equity, competitive strategies, sales performance of carbonated soft drinks companies in Uganda. Specifically, the study sought to examine the relationship between competitive strategies and sales performance of carbonated soft drinks companies in Uganda; to establish the relationship between brand equity and sales performance of carbonated soft drinks companies in Uganda; to examine the relationship between competitive strategies and brand equity among carbonated soft drinks companies in Uganda; and to establish the mediating effect of brand equity on the relationship between competitive strategies and sales performance among carbonated soft drinks companies in Uganda. The study adopted a cross-sectional design in order to gather responses from multiple respondents simultaneously. The population as 32 carbonated soft drinks manufacturing companies in Uganda. The sample size of 28 carbonated soft drinks companies in Uganda basing on Krejcie and Morgan table and selected using simple random sampling. Respondents included 4 employees from the Operations, Finance, Marketing and Sales departments of each company, selected purposively. Information was solicited from respondents by use of a questionnaire which was based on a five-point Likert scale. Quantitative data analysis was presented using inferential statistics. The study concluded that there was a strong positive relationship between competitive strategies and sales performance among carbonated soft drinks companies in Uganda (r = .612**, p < .01). It was also concluded that there is strong positive relationship between brand equity and sales performance among carbonated soft drinks companies in Uganda (r = .699**, p < .01). And concluded that there was strong positive relationship between competitive strategies and brand equity among carbonated soft drinks companies in Uganda (r = .505**, p < .01). It was further concluded that brand equity mediates the relationship between competitive strategies and sales performance. While competitive strategies have a direct positive impact on sales, the enhancement of brand equity further amplifies this effect. Given the strong relationship between brand equity and sales performance, companies should invest heavily in brand-building activities. It was further recommended that companies integrate brand-building efforts into their strategic planning. For example, firms could focus on differentiating their brands by offering unique value propositions, enhancing product quality, and emphasizing sustainability. Companies should also not only focus on implementing competitive strategies but also on leveraging these strategies to build and enhance their brand equity.
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Branding, Service Quality and Sales Performance of Tours and Travel Companies in Uganda.
(Makerere University Business School, 2024-05-08) 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.