Ethical marketing and customer satisfaction in telecommunications companies: A case study of MTN, Uganda

Abstract

The study was about ethical marketing and customer satisfaction in the telecommunications industry in Uganda. It focused on MTN Uganda as a case study. The objectives of the study were to establish how ethical pricing has influenced customer satisfaction in MTN Uganda; to examine the relationship between the integrity of marketers and customer satisfaction in MTN Uganda; and to establish the extent to which ethical advertisement affects customer satisfaction in MTN Uganda. Using a case study research design involving both qualitative and quantitative approaches, data was collected from 110 respondents using self-administered questionnaires, interview guides and documentary reviews. The study found out that MTN Uganda Ltd in its marketing operations is usually challenged by ethical marketing practices. The company has allocated its marketing and sales departments with mandate to try and deal with the issue of ethical marketing. MTN Uganda Ltd has come to find out that to a great extent ethical marketing has a direct impact on the customer satisfaction. An increase in the ethical marketing practices like fair pricing, integrity of marketers, and applying ethical advertising will result in increased repeat business and hence customer satisfaction. A prudent organization which is able to manage its marketing practices ethically is able to effectively improve its customer satisfaction. The study recommends that MTN Uganda needs to gather data about their target market which will give them information on how much they are willing to pay for the company’s products and services. The rest of the pricing strategy, in a simplified manner, should be based on overhead costs and supply and demand this will go a long way in creating an ethically accepted price that will create and sustain the company’s satisfied customer base.