ABSTRACT

The purpose of this study was to explore the factors that determine the link between corporate credibility and customer retention. It was found in previous researches that financial analysts, competitors, customers and employees are the most common stakeholders included in the corporate credibility studies. Nevertheless, the present approach incorporated the former customers’ perspective as a crucial element, by capturing their experience, their reasons for leaving and the present image that they hold. Hence, a review of the specific concepts and closer relationships such as corporate image linking to customer loyalty were taken as a reference to build a particular outcome in this case study.

This study included five chapters of data where in chapter one the problem was introduced and stated as corporate credibility and customer retention using a case study of Wand Telecom Uganda. The objectives of the study were determined and the scope was identified. Several

significances of the study were revealed also. In chapter two the researcher looked at the various different scholarly and professional views on the impact of corporate credibility and customer retention in reference to the study objectives. These ideas of the different scholars were therefore employed into the literature review. Chapter three revealed the research methods that were employed in the due course of this study. Ways in which to collect, analyze and edit data were identified and looked at, the sample size of the study and population of the area was also examined and showed in this chapter. The limitations that tried to hinder this study were also

discussed in detail and their solutions cited by the researcher. Chapter four was about presentation and analysis of the data related to the study of examining the enhancement of corporate imageusing data and findings from Wand Telecom Uganda. Chapter five mainly dealt with summary, conclusions and recommendations as related to the project study.

TABLE OF CONTENTS

DECLARATION.

APPROVAL

DEDICATION

ACKNOWLEDGEMENT

TABLE OF CONTENTS

LIST OF TABLES AND FIGURES

ABSTRACT

CHAPTER ONE

INTRODUCTION

1.0 INTRODUCTION 1

1.1 BACKGROUND OF THE STUDY 1

1.2 STATEMENT OF THE PROBLEM 3

1.4 SPECIFIC OBJECTIVES OF THE STUDY 4

1.4.1 RESEARCH QUESTIONS 4

1.5 SCOPE OF THE STUDY 4

1.5.1 CONTENT SCOPE 4

1.5.2 GEOGRAPHICAL SCOPE 4

1.5.3 TIME SCOPE 4

1.6 SIGNIFICANCE OF THE STUDY 5

1.7 THE CONCEPTUAL FRAMEWORK 6

CHAPTER TWO 7

LITERATURE REVIEW 7

2.0 INTRODUCTION 7

2.0.1 CONCEPTUALIZATION AND OPERATIONALIZATION OF THE STUDY

VARIABLES 7

2.1 THE DIFFERENT CORPORATE IMAGES USED BY CORPORATE COMPANIES TO

BUILD CORPORATE CREDIBILITY AND RETAIN CUSTOMERS 8

2.2 THE SEVERAL WAYS OF ENHANCING A COMPANY’S CORPORATE CREDIBILITY

2.3 THE CONSIDERATIONS TO BE TAKEN WHEN BUILDING CORPORATE

CREDIBILITY 12

2.4 CONCLUSIONS 15

CHAPTER THREE 17

METHODOLOGY 17

3. 1 INTRODUCTION 17

3.2 RESEARCH DESIGN 17

3.3 POPULATION AND SAMPLE SIZE 17

3.4 SAMPLING DESIGN AND PROCEDURE 18

3.4.1 SIMPLE RANDOM SAMPLING 18

3.4.2 QUOTA SAMPLING 18

3.4.3 SNOW BALL SAMPLING 18

3.5 METHODS OF DATA COLLECTION 19

3.5.1 INTERVIEW METHODS 19

3.5.2 OBSERVATION 19

3.5.3. ANALYSIS OF DOCUMENTS AND RECORDS 19

3.5.4 FOCUS GROUP DISCUSSIONS 19

3.5.5 DATA SOURCES 19

3.5.5.1 PRIMARY DATA 19

3.5.5.2 SECONDARY DATA 20

3.6 DATA ANALYSIS 20

3.6.1 QUALITATIVE DATA ANALYSIS 20

3.6.2 QUANTITATIVE DATA ANALYSIS 20

3.7 LIMITATIONS OF THE STUDY 21

CHAPTER FOUR 22

RESULTS AND DISCUSSION OF FINDINGS 22

4.0 INTRODUCTION 22

VII

4.1RESPONDENT’S DEMOGRApHIC VARIABLES .22

4.1.1GENDER 22

4.1.2 LEVEL OF EDUCATION 24

4.1.3 RESPONDENT’S PORTFOLIO TO THE COMPANY 25

4.1.4 WORK EXPERIENCE 26

4.2 THE DIFFERENT CORPORATE IMAGES USED BY CORPORATE COMPANIES TO

BUILD CORPORATE CREDIBILITY AND RETAIN CUSTOMERS 27

4.3THE SEVERAL WAYS OF ENHANCING A COMPANY’S CORPORATE CREDIBILITY

4.4 THE CONSIDERATIONS TO BE TAKEN WHEN BUILDING CORPORATE

CREDIBILITY 32

CHAPTER FIVE 35

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 35

5.0 INTRODUCTION 35

5.1SUMMARY OF FINDINGS 35

5.2CONCLUSIONS 36

5.3 RECOMMENDATIONS 37

5.4AREA FOR FURTHER RESEARCH 38

REFERENCES 39

APPENDICES: 41

APPENDIX 1: RESEARCH QUESTIONS 41

APPENDIX II 45

QUESTIONNAIRE 45

APPENDIX 1I1 51

INTERVIEW SCHEDULE FOR HEAD OF CUSTOMER CARE 51

APPENDIX IV’ 56

INTERVIEW SCHEDULE FOR CUSTOMERS 56

APPENDIX: V 61

THE PROJECT BUDGET 61

APPENDIX VI.

THE RESEARCH TIMELINE 62