Theses and Dissertations

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Browsing Theses and Dissertations by Subject "Relationship Management. Channel loyalty Coca-cola"

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    Sales Promotion Strategies, Relationship Management and Channel loyalty: the case of coca-cola Uganda, Gulu Distribution area
    (2022-04) OKWERA DENIS
    This study investigated the association of sales promotion strategies, channel relationship management and channel loyalty with switching cost and trust as intervening variables. The objectives of this study were to; assess the influence of promotion strategies on channel loyalty; to assess the influence of channel relationship management on channel loyalty and finally, to examine the extent to which switching costs and trust affect channel loyalty. Data were collected from Coca-Cola‘s distribution in Gulu city using a descriptive survey design method with closed ended questionnaires. The results show that channel loyalty is not influenced by channel member‘s business interest and the period the member has been in business. The study findings indicated that; sales promotion strategies, channel relationship management, and trusts all have positive and significant effect on channel loyalty though at varying levels except for switching cost, which had no significant impact on channel loyalty. The study therefore recommends the following; to win channel loyalty, manufacturers should strive for lower price products with similar content, better quality, and bigger quantity per unit, but with greater profit margins to the channel members. Due to the rapid decline in the role of switching cost on channel loyalty today, manufacturers should focus on relationship marketing and develop capabilities to implement pull promotion strategy more effectively. To popularize coke studio Africa in Uganda, the management of Coca-Cola Uganda should start a similar program and brand it ‘coke studio Uganda’. This will help them build a nationwide popularity of that program by encouraging local artists from all over Uganda to participate in it then advance to coke studio Africa.