Customer Relationship Management and Customer Satisfaction in MTN Uganda.
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Date
2023
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Abstract
This study aimed to investigate the relationship between service quality, complaint management, and customer satisfaction in the telecom industry in Uganda. A quantitative research approach was used, and data was collected from a sample of 180 MTN Uganda customers using a structured questionnaire. The study found a significant positive relationship between service quality and customer satisfaction (B = 0.995, P = 0.000) indicating that an improvement in service quality leads to increased customer satisfaction. Similarly, effective complaint management was found to have a strong positive relations hip with customer satisfaction (B = 0.748, p = 0.000). The study also revealed a significant combination of customer complaint management and service quality on customer satisfaction (Beta=0.556, p=0.000). Based on the study's findings, several recommendations are suggested. Policy makers in Uganda should establish a regulatory framework that prioritizes service quality and complaint management in the telecom industry, including setting minimum standards for complaint management to ensure customer satisfaction. MTN Uganda should invest in regular training for employees on effective complaint management techniques and implement regular customer feedback mechanisms to identify areas for improvement. Future research should investigate the relationship between service quality, complaint management, and customer satisfaction in other industries and countries, as well as explore the potential of technology-based complaint management systems to improve customer satisfaction.
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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 Masters of Business Administration of Makerere University. (PLAN A).
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Mark, A (2023) Customer Relationship Management and Customer Satisfaction in MTN Uganda. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.