FACTORS INFLUENCING CUSTOMERS BEHAVIOR AND MOBILE-PHONE COMPANIES SWITCHING IN THE TELECOMMUNICATIONS INDUSTRY: THE CASE STUDY OF TANZANIA

Registration ID: IJNRD_184460

Published ID: IJNRD2212072

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SOPHIA JONATHAN MACHEMBA

Keywords: Telecommunication industry, customer-switching behavior, brand royalty, brand subscription

Technological breakthrough brought unforeseen competition among mobile networks. Customers now are having choices on the network providers they can take the service from than it was a decade ago. The study examined factors influencing customer behavior and the switching between mobile phone providers in the Dar es-salaam region in Tanzania by means of descriptive analyses. A cross- sectional study was conducted and a total of 285 questionnaires were distributed, The results show that most customers have subscriptions to more than two brands of telecommunications. Multiple subscriptions goes hand in hand with the desire to minimize switching costs in the form of the termination of transaction relationships and the initiation of a new service relationship. In addition, the results show that customers prioritize service quality, service costs as well as innovation and brand network distribution when switching behaviour. Other important factors are brand image, data protection and security aspects as well as customer care. The managerial implication of this study is that telecommunications company managers must strive to increase consumer brand equity by paying more attention to brand loyalty and awareness

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SOPHIA JONATHAN MACHEMBA (December-2022). FACTORS INFLUENCING CUSTOMERS BEHAVIOR AND MOBILE-PHONE COMPANIES SWITCHING IN THE TELECOMMUNICATIONS INDUSTRY: THE CASE STUDY OF TANZANIA. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 7(12), a520-a528. https://ijnrd.org/papers/IJNRD2212072.pdf

Volume 7 Issue 12, December-2022

Pages : a520-a528

Paper Reg. ID: IJNRD_184460

Published Paper Id: IJNRD2212072

Downloads: 000122257

Research Area: Commerce

Author Type: Indian Author

Country: gujarat ,Baroda, Gujarat, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2212072.pdf

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