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|Title: ||Internal marketing and customer satisfaction in the telecommunication industry in Rwanda: a case study of RwandaTel|
|Authors: ||Nabimanya, Benon Muhumuza|
|Issue Date: ||7-Dec-2008 |
|Abstract: ||The aim of the study was to examine the relationship between Rwandatel and customer satisfaction. This was against the background that this parastatal was loosing its clients and most of its staff leaving. This was attributed to poor development system, reward system and failure to acquaint the employees with the orsanizations vision.
A conceptual framework which relates the independent and dependant variable was
developed and a cross-sectional survey design was adopted. The Research instrument was a structured questionnaire, and an SPSS computer program, used to analyse the results according to the objectives of the study. The results revealed a significant positive relationship between intemal marketing, organisational commitment, trust and custom satisfaction. According to multi regression analysis it can be. These variables explained 8.2% of the variable in customer satisfaction.
Concluded that internal marketing explains most of the variance of customer
satisfaction among the Rwandatel employees. The researcher therefore recommended
the utilization of internal marketing dimensions by the organisation among its
employees if customer satisfaction is to be realized.|
|Appears in Collections:||Theses & Dissertations (Science)|
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