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M.Tech / M.E / PhD Thesis | Communication or Media Studies | Rwanda | Volume 7 Issue 3, March 2018 | Popularity: 7.1 / 10

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Mediated Communication Influence on the Promotion of Customer Relations in Ugandan Commercial Banks: A Case of Barclays Bank Limited Uganda [Mbarara Branch]

Muhwezi David Nuwajira, Hellen K. Mberia, Dr. Caroline Nabuzale

Abstract: This study investigated the influence of mediated communication on the promotion of customer relations in Ugandan commercial banks case of Barclays bank limited Mbarara branch. The research was intended to, examine the influence of interpersonal mediated communication in promoting customer relations in Barclays Bank Uganda Mbarara branch. This study was both qualitative and quantitative and employed a descriptive survey design. Data analysis was done using computer SPSS software and the results were presented by use of tables, charts, and graphs. The findings indicated that mediated communication with customers has led to positive attitudes towards Barclays bank services, there has been improvement in information exchange as a result of interpersonal mediated communication and employees interpersonal communication with customers improves customer loyalty. Interpersonal mediated communication has been appropriately used to attract and handle customers needs, a factor that has promoted customers relations in Barclays Bank. There is need for Barclays bank to make a market research among its customers to establish which mediated communication is preferred such that it can realign its communication channels to suit customers interests.

Keywords: Communication, mediated communication, interpersonal communication, customer relations, commercial banks

Edition: Volume 7 Issue 3, March 2018

Pages: 1861 - 1865

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