Customer Care and Profitability of Small Scale Enterprises in Kigali-Rwanda

ABSTRACT he study investigated the relationship between customer care and profitability of small cale enterprises in Kigali-Rwanda. The study was guided by four objectives, determine; ~vel of customer care, level of profitability of small scale enterprises in Kigali-Rwanda, ~hether there was a significant relationship between customer care and profitability of mall scale enterprises in Kigali-Rwanda. The study comprised of a population of 180 espondents. A descriptive research design was used to collect data from 154 respondents sing self-administered questionnaires as the main data collection instrument. The level of ustomer care was generally satisfactory, level of profitability was generally high and the wo variables are positive and significantly correlated, this means rejecting the null iypothesis that there was significant relationship between customer care and profitability f small scale enterprises in Kigali-Rwanda. Arising from the findings appropriate ecommendations and areas of further research were made. Recommendations based on indings were that; small scale business owners should encourage customers to demand or quality goods and services which lead to their satisfaction, the small scale business )wners should motivate and encourage their customers such that they learn from their eedback, the customers of these small scale enterprises to make efficient use of the ~vailable services provided to them by small scale enterprise owners and so many. 

TABLE OF CONTENTS

DECLARATION A

DECLARATION B ii

DEDICATION iii

ACKNOWLEDGEMENT iv

ABLE OF CONTENTS v

L1ST OF TABLES vUi

ABSTRACT

CHAPTER ONE 1

INTRODUCTION 1

.0 Introduction 1

1 Background to the study

.1.1 Historical perspective 1

1.2 Theoretical perspective 3

1.3 Conceptual perspective 4

1.4 Contextual perspective 4

.2 Statement of the problem s

• .3 Purpose of the study s

• .4 Research objectives 6

.5 Research Questions 6

• .6 Hypothesis 7

•.7 Scope of the study 7

.7.1 Geographical scope 7

•.7.2 Theoretical scope 7

•.7.3 Content scope 8

V

..7.3 Time scope 8

• .8 Significance of the study 8

•.9 Operational definition of key terms 9

HAPTER TWO 10

ITERATURE REVIEW 10

~.O Introduction 10

~.i Theoretical review 10

~.2 Conceptual framework 11

~.3 Related Studies 16

HAPTER THREE 20

4ETHODOLOGY 20

LO Introduction 20

Li Research Design 20

L2 Research Population 20

L3 Sample Size 21

L4 Sampling Procedure 21

L5 Research Instrument 21

L6 Measurement of study variables 22

L7 Validity and Reliability of the Instrument 22

L8 Data Gathering Procedures 24

L9 Data Analysis 24

LiO Ethical consideration 25

Lii Limitations to the Study 26

HAPTER FOUR 27

‘RESENTATION, ANALYSIS AND INTERPRETATION OF RESULTS 27

vi

hO Introduction 27

hi Profile of respondents 27

h2 Level of customer care 29

k3 Level of profitability 32

k4 Relationship between Customer care and Profitability of small scale enterprises 34

HAPTER FIVE 36

)ISCUSSION, CONCLUSION AND RECOMMENDATIONS 36

~O Introduction 36

~i Findings 36

.2 Conclusions 38

;~3 Recommendation 39

.4 Areas for further research 40

~EFERENCES Error! Bookmark not defined.

~PPENDICES 43

~PPEN DIX I A: TRANSMITTAL LETTER 43

~PPENDIX iB: TRANSMITTAL LETTER FOR THE RESPONDENTS 44

~PPENDIX II: CLEARANCE FROM ETHICS COMMITTEE 45

~PPENDIX III: INFORMED CONSENT 47

~PPENDIX IV: RESEARCH INSTRUMENT 48

~PPENDIX V: CURRICULUM VITAE 52