Commercial relationship management and Organisational performance in Central, Uganda.
Loading...
Date
2014-11
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, College of Economics and Management Sciences .
Abstract
The study established relationship between Commercial relationship
management and business performance in selected business companies in
selected districts in central, Uganda. The study was guided by four objectives,
(i) profile of respondents (ii) extent of customer relationship management (iii))
level of business performance and (iv) whether there was significant relationship
in the extent of Commercial relationship management and level of business
performance in selected Business companies in selected districts, central
Uganda. A survey design was used specifically descriptive correlation and
descriptive comparative. Data were collected from 109 respondents using self
administered questionnaires as the key data collection instruments. The findings
revealed that customer relations was very high customer relationship
management, high level of business performance, and no significant relationship
between customer relationship management and level of business performance
was established, accepting the Null hypothesis. From the above findings
appropriate conclusions, recommendations and areas for further research were
made. Conclusions were made regarding various research objectives (i) on
profile of respondents, majority were of age group 20-39 (61 %), Gender (67%)
male and (33%) female, (84%) of respondents were married, (80%) of
respondents had university degrees, and 61% of respondents had working
experience of above 8 years. (ii) Very high customer relations strategies were
used according to respondents (mean 3.70) (iii) High level of Business
productivity was established (mean 3.67), (v) no significant relationship between
customer relations and productivity was established (r= 0.280, sig. = 0.033) and
regression indicated by a high Adjusted R2 of 0.048 was established.
recommendations based on the findings were that, selected insurance companies
should should; (i) develop marketing plans, (ii) improve branding, (iii)develop
proper packaging (iv) improve marketing communications (v) segment and
target markets (vi) improve on their distribution strategy, (vii) improve product
']
strategy management, (viii) innovativeness and creativity be improved (ix) carry
out marketing research (x) improve on completive intelligence (xi) develop
quality products and services (xii) and establish good relationships with
customers. Areas of further research were suggested as impact of new
marketing communications technologies (ICTS) on communication effectiveness,
further research on branding and level of performance was also suggested.
Description
A research report presented to the College of Economics
and Management for the Award of Bachelor
of Supplies Management Degree
of Kampala International
University.
Keywords
Commercial relationship, Organisational performance, Management, Uganda