Determinants of Customers Choice of Mobile Telephone Service Providers in Tanzania :A Case of Dar es salaam Region.

Ndunguru, Anthony (2025) Determinants of Customers Choice of Mobile Telephone Service Providers in Tanzania :A Case of Dar es salaam Region. Masters thesis, The Open University of Tanzania.

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Abstract

This study examined determinants of customers choice of mobile telephone service providers in Tanzania; a case of the Dar es Salaam region. Four objectives guided this study; to determine the effect of demographic factors, social factors, economic factors and mobile service efficiency and effectiveness on customers' choice of mobile telephone service providers. The theory of planned behavior was employed. Positivist philosophy was the as well. This study utilized a quantitative approach. For the case of research design explanatory technique was employed. A sample of 384 were systematically selected and used as respondents to structured questionnaires. Descriptive statistics, correlation and multiple regression analysis were used as data analysis tools. This study found that all four independent variables (demographic factors, social factors, economic factors and customer satisfaction) were found to be positive and significantly related to customers' choice of mobile telephone service providers. Based on the findings it is concluded that customers' choice of mobile telephone service providers in Dar es Salaam is influenced by demographic, social, economic, and service efficiency factors, highlighting the need for telecom companies to adopt customer-centric strategies to enhance satisfaction and competitiveness. Mobile service providers in Tanzania, particularly in Dar es Salaam, should enhance network reliability, offer affordable and flexible pricing plans, improve customer service responsiveness, and leverage emerging technologies to better meet diverse consumer preferences and increase market competitiveness. Keywords; customer choice, Demographic Factors, Social Related Factors, Economic Factors Mobile Service Efficiency and Effectiveness Mobile Telephone Service Providers.

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