The impact of customization on building customer satisfaction in a communication company: case study MTN

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Kampala International University; College of Economics and management
This report is a result of many outstanding questions, arising from personal experiences; academic dilemmas as well as practical experiences in a number of organizations as far as customization and customer satisfaction are concerned. Customization has been critically studied and taken note by many organizations. A few organizations realize how much unsatisfied their customers are and therefore have taken the time to understand the factors governing customization so as to achieve customer satisfaction. The main aim of this study was to investigate how customization has led to customer satisfaction and to establish ways in which companies can carry out customization in order to achieve satisfaction for their customers and encourage repeated purchases. MTN Uganda was chosen as the focus of the study. The research was vertical. A sample of 50 respondents was considered. Questionnaire method of data collection was used to obtain primary data, while secondary data was obtained from the University library, the internet and various libraries. Data was checked for uniformity, accuracy and consistency. It was also established the management of MTN Uganda had tried to find ways of carrying out customization so that their customers' needs and wants are fully attained to. It was recommended that MTN Uganda should set strategies that can help in carrying out customization so as to attain customer satisfaction these included building lasting relationships with their customers, providing supplementary services, proper time management and having a proper system to deal with customer complaints effectively.
A research report submitted to the School of Business and Management in partial fulfillment for the Award of a Bachelor's Degree in Business Administration of Kampala International University
Customization, Customer Satisfaction, Communication Company, MTN