Customer Relationship Marketing, Customer Satisfaction and Customer Loyalty for Carbonated Soft Drinks among Students of Institutions of Higher Learning in Nakawa Division.
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Date
2023
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Abstract
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.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilments of the Requirements for the Award of the Degree of Masters of Science in Marketing of Makerere University. (PLAN A).
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Stella, A (2023) Customer Relationship Marketing, Customer Satisfaction and Customer Loyalty for Carbonated Soft Drinks among Students of Institutions of Higher Learning in Nakawa Division. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.