Analyzing the factors influencing brand loyalty among mobile phone users in Tanzania: a case study of Muhimbili National Hospital

Ndesangia, Arnold August (2015) Analyzing the factors influencing brand loyalty among mobile phone users in Tanzania: a case study of Muhimbili National Hospital. Masters thesis, The Open University Of Tanzania.

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Abstract

The objective of the study was to analyze the factors influencing brand loyalty among mobile phone users in Tanzania, using Muhimbili National Hospital as a case study. A questionnaire was used to collect primary data from 96 sampled respondents whereby 84 questionnaires were returned, nine (9) questionnaires were removed from the sample due to a large amount of missing data leaving 75 usable questionnaires, a 78% response rate. Both stratified and systematic sampling was used to select the sample. Brand loyalty was the dependent variable while the independent variables included customer satisfaction, trust, advertising and attitudes towards brand. Correlation Analysis was used to determine the level of correlation between the dependent variable and the independent variables. Coefficient of multiple regression was also used to measure the degree of statistical relationship between the dependent variable and the independent variables. Findings indicated sufficient statistical evidence that, there is a significant relationship between the dependent variable (brand loyalty) and the independent variables (customer satisfaction, trust, advertising and attitude towards brand) among mobile phone users in Tanzania. Results again revealed that, attitude towards brand have the highest impact on the dependent variable brand loyalty followed by trust. Also, attitude towards brand and trusts are significant predictors of brand loyalty. It is therefore concluded that, customer satisfaction, trust, advertising and attitude towards brand are important factors that influence brand loyalty among mobile phone users in Tanzania. It is therefore recommended that, these variables (customer satisfaction, trust, advertising and attitude towards brand) be used by mobile phone manufactures and marketers to improve brand loyalty for their products.

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