TABLE OF CONTENTS
Contents
DECLA~TION APPROVAL
DEDICATION
ACKNOWLEDGEMENT TABLE OF CONTENTS
LIST OF TABLES ix
ABBREVIATIONS
ABST~CT
CHAPTER ONES I
INTRODUCTION 1
1.0 Introductjoj~ 1
1.1 Background of the study 1
1.2. Statement ofthe problem 3
1.3. Purpose ofthe study 4
1.4 Objectives ofthe study 4
1.5 Research questioi~s 4
1.6 Scope ofthe study
1.6.1 Content scope
1.6.2. Geographical scope
1.6.3 Time scope
1.7 Significance ofthe study
1.8 Definition ofkey terms 6
1.9 Conceptual Framework 7
CHAPTER TWO 8
LITERATURE REVIEW 8
2.1 Introduction 8
V
2.2. To establish the impact ofthe new marketing technologies used by Vodafone, Uganda.
8 2.3 To establish the different forms of customer relationship management used by
Vodafone Uganda 9
2.3.1 The Origins and Evolution of Customer Relationship Management 9
2.3.2 Market Orientation 11
2.3.3 Key Customer Focus 11
2.3.4 Customer Retention 12
2.3.5 Customer Acquisition 12
2.3.6 Customer Prospecting 13
2.3.7 Customer Satisfaction 13
2.3.8 Customer Relationship Management Capabilities 14
2.3.8.1 Customer Interaction management capability 14
2.3.8.2 Customer Relationship upgrading Capability 15
2.3.8.3 Customer Relationship Performance 15
2,4 To find out whether there is a relationship between new marketing technologies and
customer relationship management in Vodafone Uganda 16
CHAPTER THREE 17
RESEARCH METHODOLOGy 17
3.0 Introduction 17
3.1 Research Design 17
3.2 Target Population 17
3.3 Sampling framework 18
3.4 Sample formulae and sample computation 18
3.4.1 Sample formula 18
3.4.2 Sample computation 19
3.5 Data Collection Procedure 19
vi
3.6 Pilot testing . 20
3.6.lValidity Test 20
3.6,2 Reliability Test 20
3.7 Data Processing and Analysis 21
3.8 Ethical consideration 21
3.9 Limitations ofthe Study 22
CHAPTER FOUR 23
DATA PRESENTATION, ANALYSIS AND INTERPRETATION 23
4.0 Introduction 23
4.1 Respondents’ Background Information 23
4.2 To establish the impact of the new marketing technologies used by Vodafone, Uganda
25 4.2.1 Impact ofnew marketing technologies on service delivery of Vodafone Uganda 27
4.2.2 Regression of new marketing technologies on service delivery of Vodafone Uganda
28 4.3 To establish the different forms of customer relationship management used by
Vodafone Uganda 29
4.3.1. Reliability Test 32
4.3.2 Discriminant and Convergent Validity 32
4.4 To find out whether there is a relationship between new marketing technologies and
customer relationship management in Vodafone Uganda 34
4.4.1 Regression of new marketing technologies and customer relationship management in
Vodafone Uganda
CHAPTER FIVE 36
SUMMARY, CONLUSIONS AND RECOMMENDATIONS 36
5.0 Introduction 36
5.1 Summary of Findings 36
VI
5.2 Discussion Conclusions . 36
5.2.1 To find out whether there is a relationship between new marketing technologies and customer relationship management in Vodafone Uganda 37
5.3 Recommendations 39
5.4 Area of further study 40
REFERENCES 41
APPENDICES 47
APPENDIX I: LETTER OF INTRODUCTION 47
APPENDIX II: QUESTJON~AIRE 48
APPENDIX III: INTERVIEW GUIDE 52
ABSTRACT
This study sought New Marketing Technologies and Customer Relationship Management: a
case study of Vodafone Uganda central region located in Kololo Acacia Avenue Kampala,
This study intends to assess new marketing technologies and Customer relations management
in Vodafone Uganda, with the following specific objectives, (i) To establish the impact of the
new marketing technologies used by Vodafone, Uganda. (ii) To establish the different forms
of customer relationship management used by Vodafone Uganda. (iii) To find out whether
there is a relationship between new marketing technologies and customer relationship
management in Vodafone Uganda. The researcher used both a descriptive cross sectional
survey design which included both qualitative and quantitative method of data collection, the
quantitative method was used to collect numerical data in form of numbers representing
particular facts or measurements which helped the researcher to obtain information from
respondents in depth. From the Findings Data analysis that was done using SPSS’s
descriptive statistics it was found out that female were the majority respondents as
represented by 90 (or 51.1%) as regards to gender. In regard to respondents’ age, 84 (or
47.7%) respondents were in the age bracket of 30 - 39 years, 50 (or 28.4%) which dominated
the study and Concerning the level of education, respondents with certificate were the
majority that is 84 (or 47.7%), Regarding the position held by respondents, registered
Clearing and forward agents/enrolled Clearing and forward agents dominated the sample with
94 (or 53.41%), Lastly in regard to working experience, 94 (or 53.41%) respondents had
served for a period of 7-8 years. This indicates that all respondents had knowledge and
experience about the study since the majority served the organization for relatively a long
period of time. From the conclusion it indicates that Customer relationship management has
been seen as a crucial organizational capability to enhance competitive advantage (Woojung
et al., 2010). This study has drawn artention to the importance of the relationship between
CRM and firm performance in the fi’eight forwarder service context. From the
recommendation of the study Customer relationship management suffers when it is poorly
understood, improperly applied, and incorrectly measured and managed. This study reveals
the combinatioj~ of investment commitments in human, technological and business
capabilities required to create a superior Customer Relationship Management capability.
Future studies should seek to consider Customer Relationship Management enablers such as
organizational structure and organizational culture.
