Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services
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Date
2018
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Publisher
Mzumbe University
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.
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
Keywords
Market-Tanzania, Service Quality, Generation Y, Underpinning Theory, Customer Loyalty, Mobile Phone Services
Citation
APA