Service Quality, Saver Trust and Customer Retention in SACCO's in Mbarara City.
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Date
2023
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Abstract
The study sought to establish the relationship between service quality, saver trust and customer retention in Sacco’s in Mbarara City. The study adopted a cross sectional research design using a sample size 52 Sacco’s in Mbarara City was determined using Krejcie and Morgan (1970). The choice of city is because it has the highest concentration of Sacco’s compared to the other new cities economic in Uganda (UBOS, 2017). The data were tested for reliability and validity, analyzed using SPSS version 26 and results presented based on the study objectives. The correlation coefficient analysis revealed positive and significant relationships between service quality, saver trust and customer retention in Sacco’s in Mbarara City which implies that when one variable is improved it leads to improvement of the other. Therefore more emphasis should be put on improvement of all the activities related to service quality, saver trust since this will improve customer retention. The regression analysis results indicated that the explanatory power of the independent variables was 58.1% (AdjR Square=.581) The researcher therefore recommends that the management of the Sacco’s should promote better service quality since it’s crucial in improving customer retention in Sacco’s in Mbarara City. This can be achieved through improving facility appearance, opening hours, delivering as promised and being courteous to customers. The management and other stakeholders of Saccos should also promote by all means better saver trust by training workers on having major competences and be able to solve customer problems easily.
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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 A).
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Aggrey, N (2023) Service Quality, Saver Trust and Customer Retention in SACCO's in Mbarara City. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.