The Contribution of Integrated Marketing Communications in Enhancing Customer Satisfaction Among Tumaini University Dar es Salaam College Students.

Kitwana,, Danford (2024) The Contribution of Integrated Marketing Communications in Enhancing Customer Satisfaction Among Tumaini University Dar es Salaam College Students. Masters thesis, The Open University of Tanzania.

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Abstract

The objective of this study was to assess the contribution of integrated marketing communications in enhancing customer satisfaction among Tumaini University Dar es Salaam College students.The study employeda descriptive research design and useda stratified random sampling design. The sample size was165 respondentswhereby 164 were TUDARCo students, and a Communication, Branding and Marketing Officer.The quantitative data wasprocessed through Word and IBM Statistical Package for the Social Sciences (SPSS) Version 26. The researcher also used a coding method to analyse the qualitative data obtained throughin-depth interviews. Results from the descriptive analysis indicated that,except personal selling, the rest (public relations, advertising and direct marketing) had a significant impact on customer satisfaction and students’ enrolment atthe university. On the other hand, the qualitative data analysis indicated that all IMC variables, including personal selling, are significant; however, advertisement is the most effective variable especially in terms of selling the organization’s services and hence increase students’ enrolment. The study concludes that higher learning institutions should purposefully invest ineffective usage of the integrated marketing communications variables particularly public relations, advertising and direct marketing to maximize value of their institutions. The study recommends that TUDARCo management should increase its budget and focus on integrated marketing communications to enhance customer satisfaction, retention and loyalty. Key Words: Integrated Marketing Communication, customer satisfaction, Higher Learning Institutions, Promotional Mix, product and service quality.

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