Factors Influencing Generation Y of Tanzanian Market Towards Postpaid Mobile Phone Services

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dc.creatorVenance, Paulina
dc.date2020-06-15T10:43:28Z
dc.date2020-06-15T10:43:28Z
dc.date2018
dc.date.accessioned2021-05-05T09:19:42Z
dc.date.available2021-05-05T09:19:42Z
dc.descriptionA 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
dc.descriptionMobile 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.
dc.identifierhttp://hdl.handle.net/11192/3206
dc.identifier.urihttp://hdl.handle.net/11192/3206
dc.languageen
dc.publisherMzumbe University
dc.subjectPostpaid Mobile Phone Services
dc.subjectGeneration Y - Tanzania
dc.titleFactors Influencing Generation Y of Tanzanian Market Towards Postpaid Mobile Phone Services
dc.typeThesis

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Masters Thesis [Dept BS]