Kakeeto-Aelen, Terry and Van Dalen, Jan (2011) Using relatipnship marketing instruments as a strategy to create customer satisfaction among small and medium enterprises in Uganda: the mediating role of customer experiences. In: The 5th International Scientific Conference "Entrepreneurship and Macroeconomic Management: Reflections on the World in Turmoil".
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Sažetak
Relationship marketing has received much attention in the last decades from both practitioners and researchers as one of the strategies firms can employ to remain competitive. Despite this attention, little empirical research has been done about relationship marketing practices among SMEs especially those in developing countries. However, it is now widely accepted that SMEs play a crucial role in economic development. Consequently, their effectiveness in relating to customers in a sustainable way is considered an important contribution to macro-economic development of industries as well as countries. This study was intended to investigate the relationship marketing instruments employed by SMEs in Uganda and to suggest practical tools that policy makers in developing countries can use to enhance SME competitiveness. The study is part of a wider study to investigate the relationship marketing practices of SMEs in Uganda and to propose a suitable model that can be used to improve their competitiveness. Data was collected from SME owners-managers, employees and regular customers to identify the relationship marketing instruments employed by SMEs and their contribution to SME competitiveness. Findings revealed that the instruments employed vary between different SME sectors and that, in general, those SMEs that were perceived to be more relationship marketing oriented had higher customer satisfaction levels compared to those that were not. The findings also confirmed the mediating role of customer experiences. These findings confirm that relationship marketing practice can have a big impact on SME competitiveness in Uganda. The study contributed to existing literature on the relationship marketing practices of SMEs in developing countries and formed a foundation for future research in related fields.
| Tip objekta: | Materijal konferencije ili radionice (Paper) |
|---|---|
| Mentor: | NIJE ODREĐENO |
| Dodatne informacije: | 5/2011 |
| Ključni pojmovi: | Relationship Marketing, SMEs, Relationship Marketing Instruments, Customer Experiences, Customer Satisfaction |
| Teme: | 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 339 Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo > 339.1 Opća pitanja trgovine. Tržište > 339.138 Marketing 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 658 Poslovni menadžment, upravljanje, administracija. Organizacija poslovanja > 658.8 Marketing. Prodaja. Prodavanje. Distribucija, raspačavanje |
| Odjeli: | Odjel za ekonomiju i turizam "Dr. Mijo Mirković" |
| Datum pohrane: | 08 Jan 2013 07:23 |
| Zadnja promjena: | 08 Jan 2013 07:23 |
| URI: | http://eknjiznica.unipu.hr/id/eprint/1938 |
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