Relationship marketing and billing recovery; case study: National Water and Sewerage Corporation, Soroti

Abstract

The purpose of the study was to establish the impact of relationship marketing on bill recovery in National Water and Sewerage Corporation (NWSC). The specific objective of the study were to find out the effect of relationship marketing on the bill recovery, to establish the different Relationship Marketing Tactics used in organizations and to establish the Relationship between relationship marketing and billing system The research was descriptive in nature involving quantitative methods which were administered through questionnaires. The total sample comprised 95 respondents of the internal and the external of NWSC. Random sampling was used where by the researcher went to NWSC, Soroti Area and administer questionnaires to the sampled or selected clients or customers. Primary data was obtained from respondents through questionnaires. Secondary data was obtained from library materials, textbooks, NWSC brochures and magazines, internet and journals. Data analysis was carried out using frequency distribution tables, charts and percentages and Pearson’s correlation was used to analyze the data. The findings revealed that high levels of customer dissatisfaction among NWSC customers. There were cases of mismatch between customers’ expectations and actual services received. Perception of services received was very poor with complaints of overbilling, estimated bills, high and unreasonable water tariffs. In addition there was a strong relationship between the relationship marketing and bill recovery. According to the findings it showed that 34.7% who were the majority who strongly agreed that marketing provides valuable information which guides all of the marketing activities of NWSC, 33.7% also agreed, 14.7% disagreed. The findings imply that marketing provides valuable information which guides all of the marketing activities of NWSC but it is not used by National water staff that is why not all the billing is collected as reflect in the July, 2014 bi-annual Report. In conclusion therefore, relationship marketing tactics had not been widely implemented by NWSC staff and hence affecting customers resulting to the billing not recovered on time which has affected Soroti areas performance. The study therefore recommends that NWSC should prioritize their customers; this will make customers to trust the organization. NWSC should determine their services based on customer needs and expectations by identifying and recognizing customers’ needs and expectations.