Relationship marketing strategy and quality of products in the manufacturing sector in Uganda

Abstract

The current study sets out to analyse the role of Relationship Marketing Strategy and Quality of Products in the manufacturing sector with specific reference to Uganda Clays Ltd. In order to achieve the above purpose the study objective was; To analyse the role of Relationship Marketing and Quality of Products. The current study applied the post-positivist paradigm and employed a descriptive cross-sectional survey design. The main Approach used was Quantitative but Qualitative method and/or approach was also employed on limited scale. Results from the study indicate that overall, Relationship Marketing had a profound contribution to Quality of products (r(160)=.671,P<0.01. The findings therefore reveal that if a company maintained good relations with the customers and provided them with good Quality products there would be an increase in customer satisfaction and hence Loyalty. To achieve sustainable Business Associations the study proposed the SUPREBA Model which guarantees not only business associations but also sustainable relationships.