Consumer Projects, Customer Satisfaction and Growth of Telecom Sub-Sector in Uganda.
Loading...
Date
2023-12-18
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Makerere University Business School
Abstract
The purpose of the study was to determine the relationship between consumer projects, customer satisfaction, and the growth of the telecom sub-sector. The study was guided by the following research objectives: to examine the relationship between consumer projects and customer satisfaction, to examine the relationship between consumer projects and the growth of Uganda’s telecom sub sector, to examine the relationship between customer satisfaction and the growth of the telecom sub-sector in Uganda, and to examine the relationship between consumer projects, customer satisfaction and the growth of Uganda’s telecom sub-sector. The study adopted a cross-sectional survey design drawing on a quantitative approach. A sample size of 384 was selected from a study population of 1,000,000 telecom customers. Data was collected using questionnaires and was analyzed using the Statistical Package for Social Scientists (version 24). Basing on the data retrieved from the customer questionnaire, at the probability level of significance (p≤0.01), the results showed a correlation of (r = 0.402) indicating a significant positive relationship between consumer projects and growth of telecom sub-sector, a correlation of (r = 0.405) indicating that there is a positive correlation and significant relationship between customer satisfaction and growth of telecom sub-sector and a correlation of (r = 0.532) indicating that there is a positive correlation and significant relationship between consumer projects and customer satisfaction. Since their P-values (0.000) were less than the significance level of 0.05, both consumer projects and customer satisfaction have a joint significant relationship with the growth of the telecom sub-sector. The study therefore recommended that, since the usage of mobile devices has expanded beyond communications and most telecom customers prefer more user-friendly ways with their service providers, there is a need for service providers to carry out customer surveys and social listening to understand what customers think about them, while revisiting all customer touch points to create easy and seamless communication channels. The study recommends that telecom companies must train and promote a culture of customer centricity, focusing on customer success, which may lead to more sales and revenue. The study also suggests that telecom companies must strive to provide a consistent and seamless experience across the multiple communication channels used by customers to improve the overall customer experience throughout the customer life cycle.
Description
This is a master's thesis.
Keywords
Citation
Amaniyo, C. C. (2023) Consumer Projects, Customer Satisfaction and Growth of Telecom Sub-Sector in Uganda. Makerere University Business School.