The Relationship Between Market Orientation and Business Performance of Telecommunication Companies in Uganda Case Study: Airtel Uganda Limited

Abstract

The objective of this study was investigate the relationship between market orientation and business performance. The specific objectives were; assess the effect of customer focus on profitability in Airtel Uganda Ltd, to establish the effect customer satisfaction on sales revenue in Airtel Uganda Ltd, to establish the effect of customer recommendation on market share in Airtel Uganda Ltd.

The research was carried out in Airtel Uganda limited’s main branch which is found in Kampala District (Jinja road). A case study research design was used to conduct the study, the population chosen for this study was 90. The study used a sample size of 73 respondents from Airtel Uganda Limited. The sample technique was drawn using purposive sampling technique. The study relied on both primary and secondary data. Primary data was collected using structured questionnaires while the secondary data was extracted from publication and document analysis. Data analysis used frequency and percentages statistics. Frequency tables were prepared and correlation analysis were done. The data was analyzed using Statistical Package for Social Scientists (SPSS) computer software version 16. The results and findings concluded that there was significant relationship between market orientation business performance and recommends that market orientation should be enhanced to further improve business performance of Airtel Uganda Limited.

The finding revealed that majority of respondents agreed that customer focus has an effect on profitability within the organization concluding that putting customers leads to an increase in profitability, majority of respondents agreed that customer satisfaction has an effect on sales revenue, the researcher concluded that when customers are satisfied, the sales revenue within the organization increase and majority of the respondents agreed that customer recommendation has an impact on generating market share.

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