The Role of Public Relations in Customer Retention within the Telecommunication Industry A Case Study on (Mtn) Uganda Limited

ABSTRACT 

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.

TABLE OF CONTENTS

Contents

DECLARATION

APPROVAL ii

DEDICATION iii

ACKNOWLEDGEMENT iv

LIST OF ABBREVIATIONS v

TABLE OF CONTENTS vi

LISTOFTABLES IX

ABSTRACT X

CHAPTER ONE 1

INTRODUCTION I

1.0 Background of the study I

1.1 Statement of the problem 3

1.2 General Objective 3

1.2.1 Specific objectives 3

1 .3 Research questions 4

1.4 Scope 4

1.5 Significance 5

CHAPTER TWO 6

REVIEW OF RELATED LITERATURE 6

2.0 Introduction 6

2. I The relationship between customer language and customer retention 6

2.2 The relationship between company community involvement /participation and customer retention 8

2.3 The relationship between the other factors and customer retention 8

CHAPTER THREE .10

METHODOLOGY 10

3.0 Introduction 10

3.1 Study design 10

3.2 Study sample II

3.3 Data collection methods 12

3.4 Study procedure 13

3.5 Sample Technique(s) 13

3.6 Data analysis procedure 13

Data gathering procedure 13

Data Analysis procedure 14

3.7 Validity and reliability of the instrument 15

3.8 Reliability of the instrument 15

3.9 Pre testing of the research instrument 16

3.10 Ethical Consideration 16

3.11 Limitation of the study 17

CHAPTERFOUR~ 18

PRESENTATION OF FINDINGS, DISCUSSION AND ANALYSIS 18

4.0 Introduction 18

4.1 The relationship between business language / customer language and customer retention 18

4.2 Relationship between charity participation and customer retention 20

4.3 Other factors and customer retention in business 22

CHAPTER FIVE 25

DISCUSSION, CONCLUSION AND RECOMMENDATION 25

5.0 Introduction 25

5.! Discussion 25

5.1.1 The relationship between customer language and customer retention 25

5. 1.2 The relationship between charity participation and customer retention 26

5.1.3. The relationship between other business factors and customer retention 27

5.2 Conclusions .28

5.3 Recommendations 28

REFERENCES 30

APPENDIX: QUESTIONNAIRE SCHEDULE 32

APPENDIX B: TIME FRAME 34

APPENDIX C: STUDY BUDGET 35