Marketing Strategy And Customer Satisfaction In Small And Medium Enterpreises (Smes): A Case Study Of Airtel Telecommunication Comp Any, In Nakawa Division

TABLE OF CONTENTS

DECLARATION .............................................................................................................................. i

APPROVAL ................................................................................................................................... ii

DEDICATION ............................................................................................................................... iii

ACKNOWLEDGEMENT ............................................................................................................. .iv

TABLE OF CONTENTS ................................................................................................................ v

CHAPTER ONE .............................................................................................................................. !

INTRODUCTION ........................................................................................................................... 1

I. I Background to the Study ........................................................................................................... 1

1.2 Statement of the Problem .......................................................................................................... 3

1.3 Pmpose of the Study .................................................................................................................. 4

1.4 Objectives of the Study .............................................................................................................. 4

1.5 Research Questions .................................................................................................................... 4

1.6 Scope of the Study .................................................................................................................... .4

1.6.1 Conceptual Scope ................................................................................................................... 4

1.6.2 Geographical Scope ................................................................................................................ 4

1.6.3 Time Scope ............................................................................................................................ .4

1.7 Significance of the Study ........................................................................................................... 5

1.8 Definition of Terms ................................................................................................................... 5

CHAPTER TWO ............................................................................................................................. 6

LITERATURE REVIEW ................................................................................................................ 6

2.1 Introduction ............................................................................................................................... 6

2.2 Marketing Strategies adopted by Airtel Uganda ....................................................................... 6

2.3 Customer Satisfaction ................................................................................................................ 9

2.4 Relationship between marketing strategies and customer satisfaction .................................... I 0

CHAPTER THREE ....................................................................................................................... 12

METHODOLOGY ........................................................................................................................ 12

3. I Introduction ............................................................................................................................. 12

3.2 Research Design ...................................................................................................................... 12

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3.3 Area and Study Population ...................................................................................................... 12

3.4 Sampling Size and Sample Technique .................................................................................... 12

3.4.1 Sampling Size ....................................................................................................................... 12

3.4.2 Sample Technique ................................................................................................................ 13

3.5 Type and Source of Data ......................................................................................................... 14

3.5.1 Primary Sources .................................................................................................................... 14

3.5.3 Secondary Source ................................................................................................................. 14

3.6 Research Instruments ............................................................................................................... 14

3.7 Data Collection Procedures ..................................................................................................... 15

3.8 Data Analysis ........................................................................................................................... 15

3.9 Ethical Considerations ............................................................................................................. 15

CHAPTER FOUR ......................................................................................................................... 16

DATA PRESENTATION ANALYSIS AND INTERPRETATION ............................................ 16

4.1 Profile ofrespondents .............................................................................................................. 16

4.2 Description of the independent variable .................................................................................. 18

4.3 Description of the dependent variable ..................................................................................... 19

4.4 Relationship marketing strategies and customer satisfaction at airtel in Nakawa division ..... 22

CHAPTER FIVE ........................................................................................................................... 24

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS .......................... 24

5.0 Introduction ............................................................................................................................. 24

5.1 Summary of findings ............................................................................................................... 24

5.2 Conclusions ............................................................................................................................. 25

5.3 Recommendations ................................................................................................................... 25

5.4 Areas for Further Research ...................................................................................................... 26

REFERENCES .............................................................................................................................. 27

APPENDIX A: RESEARCH QUESTIONNAIRE ....................................................................... 30

APPENDIX B: RESEARCH BUDGET ....................................................................................... 34

APPENDIX C: RESEARCH TIME FRAME ............................................................................... 35