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Relationship quality and customer loyalty in the mobile telecommunication companies in Tanzania
(University of Dar es Salaam, 2006) Makupa, Gabriel Redson
This research studies relationship between relationship quality and customer loyalty in selected mobile telecommunication companies (MTCs) in Tanzania. The researcher was interested in establishing the relationship quality (RQ)and customer loyalty with specific reference to mobile telecommunication companies. The study look the form of a cross-sectional survey design, using self-administered questionnaires. It was carried out in 3 mobile telecommunication companies and involved 300 customers in Dar es salaam. Tables were used to describe the characteristics of respondents. Pearson correlation was employed to establish association between the studied variables and to answer the research questions. Regression analysis was also used to explain the extent to which the independent variable predicts the dependent variable. The findings revealed a significant relationship between relationship quality components, i.e social bond and customer loyalty, which is consistent with the previous works done in the same area. This call for the need of strengthens relationship with customers if telecommunication companies in Tanzania want to win customer loyalty and hence sustain their business