Customer Retention at Uganda Telecommunications Corporation Limited.
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Date
2023
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Abstract
The research conducted was titled "Customer Retention at Uganda Telecommunication Corporation." Its purpose was to analyze customer retention at UTCL. The study focused on three main objectives: examining the factors that influence customer retention at UTCL, identifying the challenges that hinder customer retention at UTCL, and proposing strategies to enhance customer retention at UTCL.
The study used a cross-sectional research design and employed a quantitative approach to reach its conclusions. The target population consisted of 52 staff members from the Commercial Section of UTCL, and a sample size of 44 was selected from departments; Sales and Marketing, International Business, Customer Care, and Billing.
The study's findings revealed Customer satisfaction and Customer loyalty are the most dominant factors that influence customer retention at UTCL, with a mean score of (5.1136) with a standard deviation of (SD=1.10424) and (SD=0.94539) respectively.
Furthermore, the study revealed that increased competition from other services providers with the mean score of 5.4318 and Standard deviation (SD =.78940), Changing customer behaviours with mean of 4.9545 and (SD=4.9545). Slow at innovating products with a mean of 4.8409 and (SD=1.27486) were the most challenges affecting customer retention at UTCL
The study suggested that to improve customer retention, UTCL should focus implementing strategies; delivering high-quality customer service, engaging customers through multiple channels and consistent communication, reward and loyalty programs, and developing effective customer feedback programs,
Lastly the study recommended prioritizing customer satisfaction as factor that has strongly influence on customer retention, addressing challenges proactively, investing in employee training, utilizing technology, and embracing continuous improvement, to improve customer retention. These recommendations will help UTCL in sustaining long-term relationships with their customers and thereby ensure their continued success.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN B).
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Samuel, E . K (2023) Customer Retention at Uganda Telecommunications Corporation Limited. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.