The Influence of relationship marketing on customer loyalty in the telecommunication industry in Dar es Salaam, Tanzania: lessons for entrepreneurial leadership

Abstract

Relationship marketing (RM) refers to the process of establishing, developing, and maintaining mutually beneficial relations with consumers at a profit. The main objective of this MCOM study was to analyze the relationship between marketing and customer loyalty in the telecommunication industry in Dar es salaam, Tanzania. The study adopted a descriptive survey design and primary data was collected using semi structured questionnaires. A sample size of 400 was derived comprising mobile subscribers from Vodacom, Tigo and Airtel living in Dar es Salaam. The results of the study established that there is a significant positive influence between relationship marketing and customer loyalty. The study has made contribution to theory, policy and practice in relation to RM and customer loyalty, highlighting challenges and opportunities on how entrepreneurial leadership can leverage on these two variables to transform this technology sector.