The Effect of Marketing Mix Strategies on Media Customers’ Satisfaction : Case Study of Tanzania Broadcasting Corporation.

Minja, Emmanuel Edwin (2021) The Effect of Marketing Mix Strategies on Media Customers’ Satisfaction : Case Study of Tanzania Broadcasting Corporation. Masters thesis, The Open University of Tanzania.

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Abstract

The study was conducted at Tanzania Broadcasting Corporation (TBC) Dar es Salaam with the main objective of investigating the effects of marketing mix strategies on customer satisfaction at TBC. The specific objectives include establishing the level of marketing mix strategies, to determine the level of customer satisfaction and to establish the relationship between marketing mix strategies and customer satisfaction at TBC. The study involved both qualitative and quantitative approaches in data collection and analysis. The population of the study was all customers utilizing TBC services. The study employed a representative sample of 84 individuals, where random and purposive sampling technique was used to identify individuals to be interviewed. Data was collected using both qualitative and quantitative methods. The semi-structured questionnaire, focus group discussions, key informant interviews and documentary review were the key methods used to collect data. Quantitative data processing and analysis were done using the SPSS computer program. Qualitative data analysis was done using qualitative methods. Product, pricing, placement, promotional, people, process, and physical evidence strategies were assessed to establish facts about the effects of marketing mix strategies on customers’ satisfaction in the study area. The general findings of the study indicated that there is a great relationship between customer satisfaction and marketing mix strategies with a high correlation coefficient of .721** level in a 2-tailed test with a significance level at 0.01. The study concluded that marketing mix strategies have significant positive effects on customer satisfaction in the selected media industries in Tanzania. Therefore, the study recommended TBC to maintain its competitive advantage through focused to reach customers using discounted prices and increase new products to attract the middle and low-income customers; It was also recommended to employ the blended marketing mix factors of product, place, process, promotion, physical evidence and people to focus continuously improved and increase customer satisfaction at TBC; There are need to continually improve all marketing mix strategies for variables which are significant perform low. This involves equip TBC workers with skills, knowledge and experience as well as improving their working environments to meet the needs of customers satisfaction; Furthermore, it was recommended to combine marketing mix strategies towards improving customer’s satisfaction by giving all of our customers considerable free branding opportunity offers on our online platforms to encourage more purchase of its products.

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