RELATIONSHIP MARKETING AND CUSTOMER LOYALTY IN THE TANZANIAN TELECOMMUNICATION INDUSTRY

Abstract

This explanatory study aimed at examining the effect of relationship marketing dimensions (trust, communication effectiveness, commitment, and conflict handling) on customer loyalty in the Tanzanian telecommunication sector. The study used a sample size of 150 customers obtained through a random sampling technique. The structured questionnaire gathered data whereas IBM Statistical Package for Social Sciences (SPSS) version 22 was used to enter the data while the Ordinary Least Square multiple regression analysis was used to analyze the data. The results revealed that trust, conflict handling, commitment, and communication had a positive and significant influence on customer loyalty. Hence, it is recommended that for telecommunication companies to be more competitive and survive in the predominantly competitive business environment, they should provide services that build trust in their customers, handle customers' complaints appropriately and capitalize on commitment and effective communication. The policymakers should create environments that foster trust, proper handling of customers, employee commitment, and effective communication in public and private telecom companies. This paper contributes to the body of knowledge in the marketing field by strengthening the theoretical foundation of the relationship between relationship marketing and customer loyalty