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

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dc.contributor.authorMhidze, Robert Wende
dc.contributor.authorNjuguna, James Ngugi
dc.date.accessioned2020-10-19T13:30:52Z
dc.date.available2020-10-19T13:30:52Z
dc.date.issued2018
dc.description2018 Conference paper presented at Strathmore University, Nairobi Kenya. Thematic area (Business Innovation and Management)en_US
dc.description.abstractRelationship 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.en_US
dc.description.sponsorshipStrathmore University Business School, Nairobi, Kenyaen_US
dc.identifier.urihttp://hdl.handle.net/11071/9546
dc.language.isoenen_US
dc.publisherStrathmore Universityen_US
dc.subjectRelationship marketingen_US
dc.subjectCustomer loyaltyen_US
dc.subjectTelecommunication industryen_US
dc.titleThe Influence of relationship marketing on customer loyalty in the telecommunication industry in Dar es Salaam, Tanzania: lessons for entrepreneurial leadershipen_US
dc.typePresentationen_US
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2018 Research and Innovation Conference