Factors Influencing Sustainable Customer Relationships in the Local Government Authorities: A Case of Dodoma City Council.

Mlunza, Merina Ernest (2025) Factors Influencing Sustainable Customer Relationships in the Local Government Authorities: A Case of Dodoma City Council. Masters thesis, The Open University of Tanzania.

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Abstract

The study assessed factors influencing sustainable customer relationships in the Tanzania Local Government Authorities focusing on Dodoma City Council. Specifically, the study examined the influence of communication channels, service digitalization and employee engagement on sustainable customer relationships. Social exchange theory and stakeholder theory were employed. The study adopted a positivist approach and employed a quantitative research method with descriptive research design and survey strategy. The study surveyed 340 employees, collecting primary data via closed-ended questionnaires and secondary data through document reviews. SPSS program was used for data analysis, employing descriptive and inferential statistics to interpret findings. Findings showed that communication through various channels, including email, phone and in-person interactions are effective in fostering sustainable customer relationships. Findings revealed that the availability of online services significantly enhances convenience and accessibility for customers. The study found that the recognition and appreciation of employees contribute to the organization's perceived culture and values, fostering long-term relationships with customers. The study found that communication channels and service digitalization positively influence sustainable customer relationships but employee engagement showed no statistically significant impact. The study recommends that Dodoma City Council prioritize enhancing communication channels to strengthen customer relationships. Future research should explore how external factors such as economic fluctuations and regulatory changes shape customer expectations and interactions with government. Keywords: Communication Channels, Service Digitalization, Employee Engagement.

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