Customer Buying Behavior, Customer Relationship Management, And Sustainable Growth Of Retail Franchises.

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dc.contributor.authorNambooze, Mariam
dc.date.accessioned2026-07-17T09:46:57Z
dc.date.available2026-07-17T09:46:57Z
dc.date.issued2024-10-14
dc.descriptionThis is a master's thesis.
dc.description.abstractThe study's purpose was to examine the relationship between customer buying behaviour, customer relationship management, and sustainable growth of retail franchises in Kampala. A cross-sectional quantitative research design was employed. The unit of analysis was a retail franchise outlet in Kampala and the study population was 140 retail franchises. A sample of 123 outlets was used and the response rate was 87%. The data collected was entered into SPSS 23 thereafter; Pearson’s Correlation Coefficient (r) and linear regression analysis were conducted to determine the level of association and the relationship among the three (3) study variables. The quantitative data was presented in tables. The correlations found (established) that there is a significant and positive association between the three (3) study variables. In terms of the relationship, objective one had a Beta of .412 (41%) variations in the sustainable growth of retail franchises due to variations in customer relationship management. Objective two, the Beta was .410 (41%) variations in the sustainable growth of retail franchises are due to variations in customer buying behaviour while objective three scored Adjusted R Square of .531 (53%) variations in sustainable growth of retail franchises is due to both customer buying behaviour and customer relationship management. In conclusion, the findings indicate that CRM can foster customer loyalty and provide the agility needed to adapt to the ever-changing retail landscape. Likewise, the journey towards sustainable growth in retail hinges on a continuous commitment to understanding customer buying behaviour. The researcher recommends that the sampled retail franchises should conduct market research, analyze purchase patterns, and collect customer data to gain insights into their customer’s preferences, needs, and emerging trends. Also, retail franchises should focus more on personalizing customer experiences by utilizing the collected customer data.
dc.description.sponsorshipDr. Mutumba Abbey (PhD) (Makerere University Business School) & Mr. Katakanya Edmond (Makerere University Business School)
dc.identifier.citationNasasira, L. (2023). Customer Buying Behavior, Customer Relationship Management, and Sustainable Growth of Retail Franchises. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.
dc.identifier.urihttp://hdl.handle.net/20.500.12282/5996
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.titleCustomer Buying Behavior, Customer Relationship Management, And Sustainable Growth Of Retail Franchises.
dc.title.alternativeA Study Of Retail Franchises In Kampala.
dc.typeThesis
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