Branding, Service Quality and Sales Performance of Tours and Travel Companies in Uganda.

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dc.Contributer.SupervisorDr. Musigire Samuel. (PhD) (Makerere University Business School) & Mr. Mudidi Patrick (Makerere University Business School)
dc.contributor.authorBuyera, Calvin David
dc.date.accessioned2026-07-18T12:58:40Z
dc.date.available2026-07-18T12:58:40Z
dc.date.issued2024-05-08
dc.descriptionThis is a master's thesis.
dc.description.abstractThe 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.
dc.identifier.citationBuyera, C. D. (2024). Branding, Service Quality and Sales Performance of Tours and Travel Companies in Uganda. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.
dc.identifier.urihttp://hdl.handle.net/20.500.12282/6023
dc.language.isoen
dc.publisherMakerere University Business School
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/
dc.titleBranding, Service Quality and Sales Performance of Tours and Travel Companies in Uganda.
dc.typeThesis
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