Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Management

This study lies in its exploration of the critical nexus between communication and customer loyalty within the organizational context of Etablissement Mariama Cissé & Fils. Effective communication stands as a cornerstone of firm performance, which is the channel for making decision, building relationship and passing information. Therefore, two hypotheses were developed in regard to this research; one is examining relatiosnship between communication practices and consumer loyalty as regards Etablissement Mariama Cissé & Fils (H1) and second one is to examine the impact communication practice on customer loyalty in Etablissement Mariama Cissé & Fils (H2). This research was conducted by using quantitative research method with a sample size of 384 and 364 questionnaires were returned with a retuned rate of 95% and used for the analysis. The sample for this study was also selected by using a sampling technique called purposive technique that is used in selection of participants according to a specified criteria appropriate to research questions. It was revealed that there is a moderate significant positive correlation as well as influence of communication practices on customer loyalty which means that an increase in communication practice bring about increase in customer loyalty. By delving into these intertwined dynamics, this research contributes valuable insights that extend beyond the specific case study, with implications for theory, practice, and policy within broader organizational settings.