Title: Marketing Strategies and Consumer Loyalty in the Telecom Sector: A Case Study of MTN Uganda
Authors: Friday Christopher, Babirye Shamirah
Volume: 9
Issue: 2
Pages: 20-24
Publication Date: 2025/02/28
Abstract:
This study examined the impact of marketing strategies on consumer loyalty in the telecom sector, with a specific focus on MTN Uganda. The research aimed to assess the influence of pricing strategies, service quality, and promotional activities on consumer loyalty. A quantitative approach was employed, where data was collected from a sample of MTN Uganda customers through structured questionnaires. The study utilized multiple linear regression analysis to determine the relationship between marketing variables and consumer loyalty. The results revealed that service quality had the most significant positive effect on consumer loyalty, followed by pricing strategies and promotional activities. Service quality was found to enhance customer satisfaction and retention, while competitive pricing and well-targeted promotions contributed to customer loyalty by offering value and incentivizing long-term engagement. The study concluded that MTN Uganda should focus on improving service quality, refining pricing strategies, and tailoring promotions to strengthen consumer loyalty. Recommendations included leveraging customer feedback, investing in infrastructure, and monitoring market trends to maintain a competitive advantage.