The Effect of Ineffective Communication on Customer Loyalty in the Public Sector, a Case Study of Centre for Languages and Communication Services (Clcs), Makerere University
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Date
2024-06-20
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Uganda Christian University
Abstract
The study examined the effect of Ineffective Communication on Customer Loyalty in the Public Sector, a case study of Centre for Languages and Communication Services (CLCS), Makerere University. It specifically focused on; investigating the relationship between miscommunication and customer loyalty in CLCS, establishing the relationship between delayed communication and customer loyalty in CLCS and examining the relationship between technological barriers and customer loyalty in CLCS
The study was carried out using a descriptive research design where both quantitative and qualitative research approaches were also used. The data was collected using questionnaires and interviews during the data collection, both purposive and simple random sampling methods were used. A sample size of 92 customers of CLCS and 10 staff of CLCS was also used in the study.
The study findings revealed the critical role of effective communication and technological infrastructure in shaping customer satisfaction and loyalty at CLCS. Miscommunication, delayed communication, and technological barriers were identified as significant challenges that negatively impact customer loyalty. Addressing these issues is imperative for CLCS to maintain and enhance customer loyalty by fostering clarity, responsiveness, and efficiency in communication processes and technological systems. By prioritizing improvements in communication effectiveness and technological advancements, CLCS can cultivate positive customer experiences, bolster trust, and strengthen long-term loyalty among its clientele.
Based on the study findings, it is recommended that the Centre for Languages and Communication Services (CLCS) at Makerere University implement comprehensive communication training for staff to enhance clarity and responsiveness, modernize technological infrastructure to eliminate barriers, establish clear communication protocols for timely interactions, and conduct regular assessments to continuously improve communication effectiveness and meet customer needs.