Browsing by Author "Venance, Paulina"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services
    (Mzumbe University, 2018) Venance, Paulina
    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.