Leveraging Facebook for Enhanced Customer Retention: A Case of New Vision Printing and Publishing Company Limited

This paper discusses the effect of social media usage on customer retention in print media organizations in Uganda, a case of New Vision Printing and Publishing Limited. Although there are various components of social media such as Twitter, Facebook, YouTube, and Instagram. The purpose of this study was to examine the effect of social media usage on customer retention specifically the effect of Facebook Usage on Customer retention in New Vision Printing and Publishing Company Limited. The study employed a cross-sectional survey research design. Self-administered questionnaires were used to collect data from a sample of 132 respondents. The data collected were analyzed using the statistical package for social scientists (SPSS). The study results show that there is a strong positive and significant correlation between Facebook usage and Customer retention (r= 0.677, p=0.000 in New Vision Printing and Publishing Company Limited. In conclusion, the findings of the study indicated that Facebook is an influential factor of Customer retention at New Vision Printing and Publishing Company Limited. The study recommends that; New Vision Printing and Publishing Company Limited and other firms need to appreciate the potential of Facebook in influencing the purchase decisions of consumers about the product, brand, and dealer/store choice.