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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. |
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