The Effect of Customer Care on the Market Share of an Organisation a Case Study of Shoprite Lugogo Nakawa Division
Author: NANKYA VANESSA
Supervisor: Peter Lugemwa
The study was intended to investigate the effect of customer care on the market share of an organization a case study of Shoprite Lugogo. The objectives of the study were to examine the relationship between after sales services and the organizationís market share, the effect of personnel responsiveness on the organizationís market share, and the effect of customer research and feedback on organization market share
To achieve the above objectives, the researcher collected primary data and secondary data. The researcher used descriptive analysis and SPSS and used a sample of 70 respondents, 50 Shoprite customers and 20 staff of Shoprite who were selected using purposive sampling and simple random technique. The research findings showed that customer care services and activities at Shoprite Lugogo are generally good. Activities such as after sale services, promotional activities, and customer attention services increase the companyís market share.
Itís concluded that there exists a strong relationship between customer care and the market share of a company. Itís recommended that employee motivation and employee training should be increased to improve customer care services and thus increasing the market share of the company.