Improving customer complaining behaviour for loyalty in the services sector: A case of mobile telephone companies in Uganda
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Date
2015-06Author
Komunda, Mabel B
Kibeera, Francis
Munyoki, Justus
Byarugaba, Jotham
Language
enMetadata
Show full item recordAbstract
Vol
9
(
12
), pp.
521
-
530, 28 June, 2015
DOI:
10.5897/AJBM2014.7453
Article Number:
5D192EF53790
ISSN 1993
-
8233
Copyright © 201
5
Author(s) retain the copyright of this article
http://www.academicjournals.org/AJBM
African Journal of Business Management
Full Length Research Paper
Improving
customer complaining behaviour
for loyalty
in the services sector:
A case of mobile telephone
companies
in Uganda
Mabel Birungi
Komunda
1*
, Francis Kibeera
1
, Justus Munyoki
1
and Jotham Byarugaba
2
1
University of Na
irobi
, Kenya.
2
Makerere University Business School
, Uganda.
Received 25 April 2014;
Accepted 20 June, 2015
This study focuses on the concept of customer
s’
complaining behaviour in the mobile telephone
company sector. The mobile telephone company in Ugan
da is competitive and being a service sector,
it is complex in nature. A descriptive cross
-
sectional survey was used. Primary data w
ere
collected
using questionnaires from Makerere University mobile telephone subscribers who were students,
academic staff,
administrative staff and support staff. Stratified random sampling was used and the
study used cross sectional survey method. A sample of 384 was used in the study where a response of
332 was attained, with 86% response rate. A pilot study was done. Data w
ere
analyzed using
descriptive statistics, correlations and regression analysis. The results of the study revealed that
customer
s’
complaint behaviour influences customer loyalty. Further, the results revealed that service
quality directly influences cust
omer loyalty and also has a positive significant relationship with
customer
s’
complaint behaviour. The study has made contribution to theory, policy and practice
in relation to customer complaint behaviour and to marketing in general. The stud
y offered further
clarification into the relationship between
customers’ complaint behaviour
, service quality and
customer loyalty. The limitations of the study included the selection of the study variables which was
not exhaustive. On the one hand, the
cross
-
sectional survey research design was used where the
study was carried out at a specific moment in time and, as a result, causality can only be inferred from
these data
URI
http://www.academicjournals.org/article/article1435318767_Komunda%20et%20al.pdfhttp://hdl.handle.net/11295/89642
Citation
Komunda, M. B., Kibeera, F., Munyoki, J., & Byarugaba, J. (2015). Improving customer complaining behaviour for loyalty in the services sector: A case of mobile telephone companies in Uganda. African Journal of Business Management, 9(12), 521-530.Publisher
University of Nairobi