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
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.