A Dissertation Submitted in Partial Fulfilment of the Requirements for Award of the Degree of Master of Business Administration in Corporate Management (MBA-CM) of Mzumbe University.This study aimed on exploring and assessing the concept of customer engagement on the adoption of new products in Tanzania telecommunication sector. It was imperative to do this study, as most previous studies conducted were applied research, with few done on exploring and assessing the concept of customer engagement. The Researcher wanted to bridge that literature gap by precisely knowing the problems and solutions of the cited concept in order to fill that knowledge gap. The study used primary data set of 60 individuals; from Vodacom Tanzania Limited, Tigo Tanzania Limited and Airtel Tanzania Limited; where 20 participants were randomly drawn from each company. The data set were analysed by using Statistical Product and Service Solution (SPSS) version 23.0, where quantitative analysis technique was used. The findings of this study revealed that; customers’ awareness, Customers Loyalty, and Customers Feedback, positively influences adoption of new products by Customers in Tanzania by 53.5%. Further customer loyalty had insignificant impact to adoption of new products. It is therefore worthy to conclude that adoption of new product in telecommunication companies through internet-based services is facilitated by customer feedback and awareness generation. The study recommends that as companies seek to engage the customer with internet based services on the adoption of a new product they should also come up with strategies that will enhance customer loyalty such as copyrights and bonus for loyal customer as it will increase the impact to be obtained on customer engagement process.