The role of public relations in customer retention within the telecommunication industry a case study on (MTN) Uganda Limited

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Kampala International University, College of Humanities and Social Sciences
The study focused on an analysis of the Role of Public Relations in customer retention on the telephone service provision of Mobile Telecommunication Network (MTN) Uganda limited. The objectives of the study were; to investigate whether public relations plays a role in customer retention within the businesses that applies it, to examine a clear relationship between customer language a company uses and the retention of customers, examine the relationship between the company’s community work and their customer retention, but mostly to investigate whether public relations activities play a role in retaining customers i.e. corporate social responsibility and examine other factors that influence customer retention in companies. The research design was a cross- sectional survey design with a sample of 50 respondents. One basic tool was employed in the process of data collection and this tool was a questionnaires guide. The two major findings that are essential include; good customer language gives a customer an impression that he/she is welcome and charity is a form of advertising to the public about the business. And conclusively it came out quite significantly that customer relations play a more significant role in the retention of customers that the other factors do.
A research report submitted to the college of humanities and social sciences in partial fulfillment of the requirements for the award of degree of bachelors of mass communication of Kampala International University
Public relations, Customer retention, Telecommunication industry, Uganda Limited