Venance, Paulina2024-10-162024-10-162018APAhttps://scholar.mzumbe.ac.tz/handle/123456789/1460A 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 UniversityMobile 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.enMarket-TanzaniaService QualityGeneration YUnderpinning TheoryCustomer LoyaltyMobile Phone ServicesThesis