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Factors Influencing Generation Y of Tanzanian Market Towards Postpaid Mobile Phone Services

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dc.contributor.author Venance, Paulina
dc.date.accessioned 2020-06-15T10:43:28Z
dc.date.available 2020-06-15T10:43:28Z
dc.date.issued 2018
dc.identifier.uri http://hdl.handle.net/11192/3206
dc.description A Dissertation Submitted in Partial Fulfilment of the Requirements for the award of the Degree of Master of Business Administration (MBA) in Corporate Management of Mzumbe University en_US
dc.description.abstract Mobile phones are often known as a medium of self-expression and individuality for the younger generation. Generation Y is an important target market for mobile carriers. In the Tanzania market, the mobile phone service industry is facing a very competitive environment and many studies have shown that maintaining customer loyalty is a very challenging task for marketers nowadays. Therefore, the objective of this study was to investigate the factors that influence loyalty towards mobile phones among Generation Y in Tanzania. The current study examined the relationships between service quality, perceived value, perceived enjoyment, technology perceptions, and customer loyalty. A survey was conducted among 541 respondents in the Generation Y category in Tanzania. Out of the four hypotheses tested, three were supported. The analyses revealed positive relationships between service quality, perceived enjoyment, technology perceptions and customer loyalty. A negative relationship was found between perceived value and customer loyalty. The study also highlighted implications of the study, future research work as well as its limitations. en_US
dc.language.iso en en_US
dc.publisher Mzumbe University en_US
dc.subject Postpaid Mobile Phone Services en_US
dc.subject Generation Y - Tanzania en_US
dc.title Factors Influencing Generation Y of Tanzanian Market Towards Postpaid Mobile Phone Services en_US
dc.type Thesis en_US


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