Tile Impact Of Competition On Customer Base In Telecomunication Industry (Case Studyceltel Uganda)

TABLE OF CONTENTS

DECLARATION···············································································-····-·-·······-····················-···· i

DEDI CATION ......................•......................... ·-·-·····-····-·-·-·················-·················-·················· ii

ACKNOWLEDGEMENT···········-·-·······-··························-····················-·-···········-··········-·-·· iii

TABLE 0 F CONTENTS ..... ·-·-········-····-·-···········-·······-····-·-···········-·-····-·-··-····-·-·-····-·· iv

LIST OF TABLES .............................•.. ·-···················································-····-·····-····-····-····-·· vi

LIST OF FIGURES .....•....•.•.•.......... -............................................................................................ vi

ACRONYMS AND ABBREVIATIONS··-················--·-················································-·-···· vii

CHAPTER ONE .. -........................................................................... ·-·······················-·······-·-····-1

GENERAL INTRODUCTION .................................................................................................... I

I.I BACKGROUND .............................................................................................................. I

I.2 TELE-DENSITY .............................................................................................................. 2

I.3 PROBLEM STATEMENT ............................................................................................. 4

I.4 OBJECTNES OF THE STUDY .................................................................................... 5

Geneml objective ...................................................................................................................... 5

Specific Objectives ................................................................................................................... 5

1.5 HYPOTHESIS ................................................................................................................. 5

1.7 SCOPE OF THE STUDY. ............................................................................................... 6

CHAPTER TWO·········································-··········································-·-··············-·······-····-... 7

LITERATURE REVIEW. ............................................................................................................ 7

2.1 COMPETITION AND COMPETITIVE ADVANTAGE ............................................. 7

Michael Porter's approach to competitiveness ....................................................................... 8

Competitive Analysis ............................................................................................................... 8

The generic competitive strategies .......................................................................................... 9

Differentiation strategy .......................................................................................................... 1 0

Focus strategy ......................................................................................................................... I 0

2.3 PERFORMANCE AND MARKETING OF TELECOMMUNICATION SERVICES .. 11

Tmde in Telecommunication Services .................................................................................. 11

Marketing Telecommunication services ............................................................................... 11

Customer service .................................................................................................................... 12

Customer service in Telecommunications ............................................................................ 12

Managing Service Quality ..................................................................................................... 12

Benefits from Increased service quality ................................................................................ 14

CHAPTER THREE .............................................. -...................................................................... 15

METHODOLOGY ..................................................................................................................... 15

3.I RESEARCHDESIGN ................................................................................................... 15

3.2 AREA OF STUDY ........................................................................................................ I5

3.3 PROCEDURE OF STUDY ........................................................................................... I6

3.4 POPULATION AND SAMPLE SIZE ......................................................................... I6

3.? SAMPLING PROCEDURE .......................................................................................... I6

3.6 RESEARCH INSTRUMENTS!fOOLS ...................................................................... I6

Primary sources ...................................................................................................................... I 7

Interviews ................................................................................................................................ 17

Observation ............................................................................................................................. I 7

Questionnaires ........................................................................................................................ I 7

IV

Secondary sources .................................................................................................................. 17

Records .................................................................................................................................... 17

Desk research .......................................................................................................................... 17

3.7 DATA PRESENTATION AND ANALYSIS TECHNIQUE ..................................... 17

Editing ..................................................................................................................................... 18

Coding ..................................................................................................................................... 18

Data Classification/Tabulation .............................................................................................. 18

3.8 LIMITATIONS OF STUDY ......................................................................................... I8

CHAPTER FOUR ........................................................................................................................ 19

PRESENTATION ANALYSIS AND FINDINGS .................................................................. 19

4.1 INTRODUCTION ......................................................................................................... 19

4.2GENERAL INFORMATION OF RESPONDENTS .......................................................... 19

4.2 PRODUCTS AND SERVICES OFFERED BY CELTEL ......................................... 25

A For corpomtes: ................................................................................................................ 25

B For customers who do not own mobile phones ............................................................ 25

CHAPTER FIVE .......................................................................................................................... 27

5.1 SUMMARY AND CONCLUSION ............................................................................. 27

5.2 RECOMMENDATION ....................................................................................................... 28

APPENDIX A ................................................................................................................................ 30

CUSTOMER SUST AINABILITY IN TELECOMMUNICATION BUSINESS .................. 30

APPEND IX B .................................................................................. -. ........................................... 31

SECTION ll ................................................................................................................................ 32

APPENDIX C ....................................................................................................................... - ...... 33

INTERVIEW GUIDE ................................................................................................................ 33

FOR MANAGEMENT AND EMPLOYEES ...................................................................... 33

REFERENCE: ............................................................................................................................... 35