Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services
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
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| Формат: | Диссертация |
| Язык: | английский |
| Опубликовано: |
Mzumbe University
2024
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| Online-ссылка: | https://scholar.mzumbe.ac.tz/handle/123456789/1460 |
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| _version_ | 1835205594858913792 |
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| author | Venance, Paulina |
| author_facet | Venance, Paulina |
| author_sort | Venance, Paulina |
| collection | DSpace |
| description | 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 |
| format | Thesis |
| id | oai:null:123456789-1460 |
| institution | Mzumbe University |
| language | English |
| publishDate | 2024 |
| publisher | Mzumbe University |
| record_format | dspace |
| spelling | oai:null:123456789-14602024-10-16T09:02:50Z Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services Venance, Paulina Market-Tanzania Service Quality Generation Y Underpinning Theory Customer Loyalty Mobile Phone Services 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. Private 2024-10-16T08:30:32Z 2024-10-16T08:30:32Z 2018 Thesis APA https://scholar.mzumbe.ac.tz/handle/123456789/1460 en application/pdf Mzumbe University |
| spellingShingle | Market-Tanzania Service Quality Generation Y Underpinning Theory Customer Loyalty Mobile Phone Services Venance, Paulina Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services |
| title | Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services |
| title_full | Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services |
| title_fullStr | Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services |
| title_full_unstemmed | Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services |
| title_short | Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services |
| title_sort | factors influencing generation y of tanzanian market towards postpaid mobile phone services |
| topic | Market-Tanzania Service Quality Generation Y Underpinning Theory Customer Loyalty Mobile Phone Services |
| url | https://scholar.mzumbe.ac.tz/handle/123456789/1460 |
| work_keys_str_mv | AT venancepaulina factorsinfluencinggenerationyoftanzanianmarkettowardspostpaidmobilephoneservices |