Lugoye, Focas M.
(2017)
To Examine Promotional Mix Influence Towards Customers’ Satisfaction,Loyalty and Retention in Mobile Telecommunication.
Masters thesis, The Open University of Tanzania.
Abstract
The study was to examine Promotional mix influence towards customer’s satisfaction, loyalty and retention in the mobile phone technology.Case study was Airtel customers. The study involved a sample of 100 customers who represented 1000 customers from Ilala, kinondon and temeke district in Dar-es- Salaam region. Questionnaires were mailed to Airtel customers randomly in Dar-es-Salaam. and 60 questionnaires were responded and returned back. This study had three specific objectives; (i) To examine promotional mix influence towards customers ‘satisfaction. (ii) To asses promotional mix influences towards customers ‘loyalty. (iii) To investigate promotional mix influence towards customers’ retention. Data analysis used thesoft science model i.e IBM SPSS 21 version and simple percentage model for data analysis. The study was subjective, descriptive, holistic , exprolatory and qualitative. The study has features of validity, reliability, transferability, dependability, credibility and transferibilty. The hypotheses were formulated and tested. The contingency tables of variables of interest were generated and analysis made.The chi-square test was used to test the three (3)hypothesis of the study at 95% confidence level (error probability, P=0.05) and df 4 values.The study involved independent variables namely Advertisement,sales promotions, public relation, personal selling and direct marketing .The study was concluded the statistical dat a supports the study hypothesis that promotional mix influences customers satisfaction, loyalty and retention in mobile communication.
Key Words: Promotional Mix, Mobile phone Communication, Airte Tanzania Customer’s Satisfaction, Loyalty and Retention.
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