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.
