Factors Affecting Customers Loyalty Towards Mobile Telecommunication Service Providers in Dar es salaam.

Msengi, Yonah Daniel (2022) Factors Affecting Customers Loyalty Towards Mobile Telecommunication Service Providers in Dar es salaam. Masters thesis, The Open University of Tanzania.

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Abstract

With the increasing competition in the market, customer loyalty has become a decisive factor in long-term business profits. Customer loyalty influences the high entry barriers for the competitor to enter the market, and it significantly contributes to the reduction in marketing costs. This study was undertaken to assess factors influencing customers’ loyalty towards mobile telecommunication service providers in Dar es Salaam. The mobile service providers under this study were; Vodacom, Airtel, Tigo, Halotel, Zantel, and Tanzania Telecommunication Company Limited (TTCL). The study had four objectives, which were formulated to answer the general problem of the research study. A conceptual framework was drawn from the literature review to guide the study in the area of service quality, service prices, brand image and customer satisfaction. A total of 400 respondents were sampled, data was collected by using a self-administered Swahili version questionnaire. Statistical Package for Social Science (SPSS) was used for analyzing the data, descriptive statistics comprising of percentages and tables were used for data presentation and interpretation. Findings have revealed that the majority of the respondents pointed out that their loyalty to the mobile telecommunication service provider is influenced by; quality of services, low price of services and brand image. Further analysis has also shown that satisfaction is a necessary step in loyalty formation. Based on these findings it is recommended that mobile service providers improve and maintain good customer care and service in particular to build customer loyalty against the other competitors in the market Keywords: Customer Loyalty, Mobile Telecommunication Industry & Service Quality

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