Marketing culture and sales performance in privatised organisations in Uganda.
Rwabwera, Sausi Stephen
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This study examines the relationship between Marketing Culture and Sales Performance in Privatized organizations in Uganda. It was a cross-sectional and correlation study. A quantitative and qualitative survey was employed and self administered questionnaires were distributed to the targeted groups. The data collected using instruments with close ended questions were measured on a five-point likert scale. Thirty privatized organizations were researched on by targeting 210 respondents (composed of staff members (especially senior managers and those in sales and marketing) and clients to these organizations). The data showed that all elements of marketing culture have a positive and significant relationship with customer loyalty. It also revealed that customer loyalty has a positive and significant relationship with sales performance. The study also revealed that Interpersonal relations and customer loyalty are the more predictors of sales performance than the other elements of marketing culture. There is need for privatized companies in Uganda to improve their customer service quality, interpersonal relations & communication, streamline sales tasks & sales organization, and encourage innovation and marketing research. This will build on the loyalty of their clients and hence result into a better sales performance.