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Please use this identifier to cite or link to this item:
http://hdl.handle.net/123456789/225
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| Title: | Effective communication, perceived service quality, customer satisfaction and international reputation: a case of Makerere University |
| Authors: | Lumbuye, Ronald |
| Keywords: | Communication
Institutional reputation |
| Issue Date: | 7-Dec-2008 |
| Abstract: | The purpose of this study was to examine the relationship between effective communication, perceived service quality, perceived service value, customer
satisfaction, customer loyalty and institutional reputation. The following objectives of the study were developed and executed: to establish the relationship between effective communication and institutional reputation; to analyse the relationship between perceived service quality; perceived service value and institutional reputation; to analyse the relationship between customer satisfaction; customer loyalty and institutional reputation; and to analyse the relationship between customer satisfaction and institutional reputation. Using evidence from a sample of 338 students and 132 staff selected using stratified sampling, a cross sectional, qualitative sunvey design was undertaken.
Findings revealed that there was a positive significant relationship between all the
study variables of effective communication and institutional reputation, perceived
service quality, perceived service value and institutional reputation, customer
satisfaction, customer loyalty and institutional reputation, and customer
satisfaction and institutional reputation. Results from regression analysis showed
that effective communication, perceived service quality, perceived service value,
customer satisfaction and customer loyalty were significant predictors of
institutional reputation.
We therefore recommend that the University should devote its efforts to giving
sufficient and meaningful information so as to create awareness about its service
offer. This will help in building confidence in the reliability of its activities, responsibility, empathy, assurance and provision of tangibles; offer value in exchange of its tariffs which are timely with no conflict of interest as all the above will enhance trust and confidence in the institution. |
| Description: | A Masters Thesis accessible from the Library |
| URI: | http://hdl.handle.net/123456789/225 |
| Appears in Collections: | Theses & Dissertations (SS)
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Files in This Item:
| File |
Description |
Size | Format |
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| lumbuye-business-masters.pdf | International reputation | 2678Kb | Adobe PDF | View/Open |
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