Customer Intelligence, Marketing Automation and Data Driven Marketing in Solar Energy Companies in Central Uganda.
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Date
2024-09-09
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Makerere University Business School
Abstract
This study examined the relationship between talent management, employee engagement, and the performance of humanitarian non-governmental organizations (NGOs) in the West Nile region of Uganda. The study adopted a cross-sectional research design using a quantitative approach. Data were collected using structured questionnaires administered to employees from 70 humanitarian NGOs. Out of the 350 questionnaires distributed, 281 were returned from 55 NGOs, representing a response rate of 78.6 percent.
Reliability analysis indicated that all study variables were reliable, with Cronbach’s alpha coefficients exceeding the minimum acceptable threshold of 0.70 recommended by Nunnally (1978). Pearson correlation analysis revealed significant positive relationships between talent management, employee engagement, and the performance of humanitarian NGOs, implying that improvements in talent management and employee engagement are associated with enhanced organizational performance. Regression analysis further showed that talent management had a positive and statistically significant effect on NGO performance, whereas employee engagement had a positive but statistically non-significant effect on organizational performance.
The study concluded that effective talent management practices are critical determinants of the performance of humanitarian NGOs in West Nile. Although employee engagement contributes positively to organizational outcomes, its influence was not found to be statistically significant. The study recommends that management of humanitarian NGOs should prioritize talent management initiatives, particularly talent retention strategies such as competitive remuneration, reward systems, and continuous employee development programs, to enhance organizational performance. It is further recommended that government and relevant regulatory bodies formulate talent management policies to guide humanitarian NGOs in attracting, developing, and retaining competent personnel for sustainable organizational performance.
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This is a master's thesis.
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Citation
Ibanda, A. M. (2024). Customer Intelligence, Marketing Automation and Data Driven Marketing in Solar Energy Companies in Central Uganda. Makerere University Business School.