The Relationship Between Customer Service and Sales Performance of Service Organizations in Uganda Case Study: Airtel Uganda Limited

Abstract

An understanding of the effects of customer service on sales performance and post behavioral results like customer satisfaction is important to service organization because it allows them to practically differentiate their offering substantially as a way to strengthen the relationship with their client base. The purpose of this study is to investigate the relationship between customer service and sales performance of service organizations. The research conducted followed both a quantitative and qualitative methodology and the selected research tools were questionnaires and observations. The research conducted was targeted at employees of a large AIRTEL company branch in Kampala along the Wampewo Avenue using a sample of 56 respondents who comprised of top managers, middle managers (supervisors) and lastly the operational staff. An analysis was carried out on the findings using statistical package for social sciences (SPSS). The results show that wcustomer service tools like after sales, complaint management and empowerment of service employees affect sales performance which in turn affects organization profitability.

The researcher therefore recommends AIRTEL Uganda Limited to create more room or platforms to make it easy for customers to complain, procedure for handling customer complaints should be improved and lastly to train and motivate its staff so as to enhance efficiency.

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