Commercial relationship management and Organisational performance in Central, Uganda.

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Kampala International University, College of Economics and Management Sciences .
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.
A research report presented to the College of Economics and Management for the Award of Bachelor of Supplies Management Degree of Kampala International University.
Commercial relationship, Organisational performance, Management, Uganda