Internal Marketing, Organisational Commitment and Service Quality in the Telecommunication Industry.
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Date
2024-11-08
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Makerere University Business School
Abstract
The study examined the relationship between internal marketing, organizational commitment and service quality in the telecommunications industry in Uganda. The study was a cross-sectional research design along with a quantitative research approach. The study population of 491 individuals consisted of staff from MTN Uganda, Airtel, and UTL. A sample of 217 staff were selected using stratified proportionate random sampling. Primary data was obtained from sales and marketing department of these companies within Kampala central region using a structured questionnaire. The study used SPSS v. 26 to analyze data. Results were presented using frequency tables, correlation and regression analyses. This study obtained a positive relationship between internal marketing and service quality. The study found a positive relationship between organizational commitment and service quality. The study found that jointly internal marketing and organizational commitment predicted service quality of organization within telecommunications firms in Uganda. Moreover, it revealed that internal marketing was a better predictor of service quality. This study examines the relationship between internal marketing, organizational commitment, and service quality in telecommunications firms. It concludes that internal marketing significantly impacts service quality, highlighting the need for robust internal marketing programs to enhance service levels. Additionally, the study finds a significant relationship between organizational commitment and service quality, emphasizing the importance of strengthening organizational commitment. An integrated approach that combines internal marketing and organizational commitment strategies is recommended to maximize service quality and foster a supportive work environment. Limitations include the cross-sectional design and reliance on self-administered questionnaires. Future research should consider longitudinal studies and incorporate qualitative approaches for more comprehensive insights.
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This is a master's thesis.
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Citation
Tumuhairwe, P. (2024). Internal Marketing, Organisational Commitment and Service Quality in the Telecommunication Industry. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.