New Marketing Technologies and Customer Relationship Management: A Case Study of Vodafone Uganda Central Region Located in Kololo Acacia Avenue Kampala

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.