Business Studies (DCC)

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Browsing Business Studies (DCC) by Subject "Brand loyality"

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    Service quality and brand loyalty in the telecommunication industry: A case study of Tigo and Vodacom,
    (Mzumbe University, 2014) Mwinchumu, Farida
    This study was carried to evaluate the impacts of service quality on customer loyalty in the telecommunication industry in Tanzania by using case studies of Vodacom and Tigo, this study was guided by four research objectives which are to identify the firms strategies, techniques and policies for service quality at VODACOM and TIGO, to find out the internal and external factors affecting customer loyalty at VODACOM and TIGO and the to find out the relationship between customers and employees on creating customer loyalty. The research used probability sampling particularly simple random technique to obtain the sample size of 75 respondents, the data was obtained from the sample size by using questionnaires, interviews the Data was analyzed and presented by using both qualitative and quantitative approached. This study concludes that service quality is among the most difficulty issue to measure hence it requires a number of issue to be looked upon. Never the less it is becomes even harder to measure the level of service quality hence in the long run the provision (manufacturing of the services) the customer is involved in the middle of provision so measuring it becomes difficult, since this study was evaluating the service quality on customer loyalty therefore a number of issue have be looked upon the research used tenfold dimension, the study has found that the level of service quality is excellent to both of the firms under study, the study revealed that the nature and modality of service provision, the quickness of service provision, the reliability of service, affordability of the service are key internal factors that influence customers to make choice of the firms although analysis show that the internal factors from VODACOM are more strong that from TIGO on the other hand, service quality has a direct relation with loyalty, and nearly 45 percent of loyalty changes can be explained by service quality changes. Another point is that if the satisfaction variable enters the model, the resulted determination index will be higher in figure than other cases (0.803)