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Customer Satisfaction And Customer Loyalty: A Case Study Of Airtel Uganda: Customers In Kawempe Division Of Kampala (issue 2)

The study aimed at investigating the relationship between customer satisfaction and customer loyalty at Airtel Uganda
Limited. To achieve this general objective, the study was guided by the following specific objectives; To investigate
the relationship between communication and customer loyalty at Airtel Uganda Limited, to assess the relationship
between Service reliability and customer loyalty at Airtel Uganda Limited and to examine the relationship between
service responsiveness and customer loyalty at Airtel Uganda Limited. The study used simple-random sampling to
select the contract center agents and Twenty-four Customer service representatives to participate in the study. Simple
random sampling was used for this category of respondents because their population is expected to be too big and thus
each individual was chosen entirely by chance and each had an equal chance of being included in the sample. Findings
shown that more respondents (79%) concurred that customer service representatives provide accurate information
compared to 7% who opposed and 13% who were not sure. In addition, more respondents (74%) concurred that when
Airtel Uganda Limited (AUL) promised to do something by a certain time, they would do it compared to 2% who
opposed and 24% who were not sure. Furthermore, more respondents (65%) concurred that Airtel Uganda Limited
(AUL) communicates when there is a service breakdown compared to 8% who opposed and 27% who were not sure.
Maintaining and enhancing service reliability is crucial for sustaining positive customer perceptions. Ongoing efforts
to monitor and optimize service accessibility at all touchpoints are recommended. Addressing concerns related to
specific touchpoints or experiences is vital for ensuring a consistently positive customer experience.

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