Research Articles

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https://dir.muni.ac.ug/handle/20.500.12260/369

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Browsing Research Articles by Subject "Customer Retention"

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    A Structural equation model of customer retention in the supermarket industry in Uganda
    (Scientific Research Publishing, 2025-12-31) Amandu, Yassin Is’haq; Lubaale, Rashid; Ndagire, Salmah; Eton, Marus; Olema, Hamza
    This study examined the challenge of customer retention in Uganda’s supermarket sector, where firms face low customer loyalty, high costs of acquiring new customers, slow growth, and persistent complaints about service quality. Many small supermarkets either relocate or close, highlighting the need for sustainable solutions. The research aimed to identify critical determinants of supermarket operations and propose a Supermarket Customer Retention (SCR) model suited for Uganda’s turbulent business environment. A cross-sectional quantitative survey of 395 shoppers was conducted using a five-point Likert scale questionnaire distributed physically in major supermarkets and online via Google Forms. Structural equation modelling (SEM) was applied, and five of the eight goodness-of-fit indices were achieved, confirming the model’s validity. Results revealed that service quality, relational norms, switching costs, customer satisfaction, and customer trust are key factors in determining retention. The study provides actionable insights for supermarket management and extends supermarket retention research to the sub-Saharan African context.
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    Service quality and student retention in low cost private secondary schools in Uganda
    (International Journal of Innovative Science and Research Technology, 2023-01) Kizito, Henry Nicks; Rukanyangira, Nazarious; Kwagala, Milly; Oroma, Annabella Asedri; Mugumya, Disan; Tapiness, Wanyana; Namayanja, Rehema
    This study examines the effect of service quality on student retention in low cost private secondary schools in Uganda, using the case of Low cost private secondary schools in Uganda. The SERVQUAL model employed by this study stipulates five dimensions of service quality measurement, but this study specifically focuses on three; notably reliability, empathy and tangibles, leaving out assurance and responsiveness because of the would-be complexity of the study. The study used a cross-sectional survey design, where both qualitative and quantitative paradigms were considered. Both qualitative and quantitative data was gathered, using a sample size of 336, including students, teachers and parents. Collected data was analysed using the statistical package for social scientists (SPSS). The study result was that reliability contributes 28.4% towards student retention low cost private secondary schools in Uganda, whereas empathy contributes only 35.7% and tangibles contributes only 26.7%. Therefore, the current study recommends that management should pay attention to service quality and other factors which may lead to student retention.