Customer Satisfaction and Trust Relationship ( A Case Study of Uganda Telecom)

ABSTRACT

Customer satisfaction and trust relationship are not new topics, but the advent of technology based solutions has enabled companies to deal better on au individual level and more efficiently with their large customer base. Seeing the benefits of this competitive advantage, many companies have implemented a customer satisfaction solution but with the result that many of them have failed to be successful. The problem is that these companies often do not know why they were not successful and other companies will make the same mistakes if these failures are not recognized. There is a great deal of literature and research analyzing this phenomenon but 1hey all focus mainly on detailed customer relationship issues and how they could be performed better. They do not take into account that customer relationship is a complex topic and that many reasons for failure interact with each other. Based on the need of many companies to implement customer relationship, the goal of this research is to provide a customer relationship insight perspective and a strategy to implement customer relationship as well as trnst more successfully. In contrast to existing customer relationship research, this study investigates 1he reasons for customer relationship failure basing on Uganda Telecom as a case study and explains why there is a threat to the success of a customer relationship implementation. Here, I determined the danger of every risk based of the likelihood of appearance and its potential to fail the complete customer relationship solution. Still the study identifies when these risks are most likely to appear for the f"irst time during a customer relationship project life cycle. Last but uot 1he least the study examines all relationships between customer satisfaction risks and trnst relationship and how they influence each oilier. It is concluded that every customer relationship implementation approaches will fail to be successful when problems are only addressed once they become visible. It is not possible to solve every customer relationship problem at 1he moment it appears. Many issues during the implementation of customer relationship have to be met before they become a problem because they influence each other and lead to barriers that could result in a complete customer relationship failure. Based on this perception and 1he research findings, this study develops a customer relationship strategy framework including a systematic customer relationship perspective for businesses.