The impact of customer care services on the retention of customers at Nansubuga General Hardware

Abstract

The purpose of the research was to find out the impact of customer care services on the retention of customers at Nansubuga General Hardware. The objectives of the study were, to find out: (1) the effectiveness of customer complaint handling in the retention of customers at Nansubuga General Hardware; (2) the effectiveness of responsiveness to customers in retention of customers at Nansubuga General Hardware and (3) the effectiveness of after sales services on the retention of customers at Nansubuga General Hardware. The study adopted an evaluative cross sectional survey design and quantitative approach. Random sampling technique was used to select respondents. Data was collected from repeat customers using a questionnaire method and the unit of analysis were individuals. From the findings, the study concludes that effective complaint handling of customers complaints always makes customers come back for repeat purchases. Based on findings, after sales services makes customers loyal to the business and being responsive to customer needs makes them do more repeat purchases. The study recommends that in order to enhance customer retention, Nansubuga General Hardware should develop a well streamlined problem solving channel with clear reporting lines, effective supervision of customer service personnel, introduce a relationship officer who handles customers. It was recommended that customer service provision in Nansubuga General Hardware should go beyond satisfaction. Strategies that exceed customer expectations should be put in place to delight the customers.