Factors influencing consumer’s choice of mobile Service provider a case of Tanzania Mobile Firms
| dc.contributor.author | Kaniki, Muondakweli Jang’andu | |
| dc.date.accessioned | 2020-04-04T07:54:40Z | |
| dc.date.available | 2020-04-04T07:54:40Z | |
| dc.date.issued | 2012 | |
| dc.description | Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.33T34K364) | en_US |
| dc.description.abstract | The main objective of this study was to gain a better understanding of the elements of a mobile telecommunication operator’s offering that influence a consumer’s choice of a mobile operator. Four hypotheses were synthesized relating to latent variables pricing strategies, product strategies, service quality and social network. Primary data was gathered by convenience sampling from an unbalanced sample of 180 respondents. Chi-square was used to test each hypotheses and multiple regression analysis was used to examine the relationship between the latent variables and a customer choosing a mobile operator. The Statistical Package for Social Sciences (SPSS) was employed for this analysis. Each latent variable was found to be effective in a consumer’s choice of a mobile operator. The study discovered that academics need to re-define how a consumer processes their social environment by reflecting that consumers group their social environment into significant and not significant. For the Tanzania Communications Regulatory Authority, there is a need to expand the scope of elements monitored to determine the health of the Tanzanian mobile industry. For mobile operators, there exists a revenue opportunity by using different price elements in unison, and mobile money provides a viable and logical route for product diversification that they should follow. | en_US |
| dc.identifier.citation | Kaniki, M J (2012) Factors influencing consumer’s choice of mobile Service provider a case of Tanzania Mobile Firms, Master dissertation, University of Dar es Salaam. Dar es Salaam | en_US |
| dc.identifier.uri | http://41.86.178.5:8080/xmlui/handle/123456789/8910 | |
| dc.language.iso | en | en_US |
| dc.publisher | University of Dar es Salaam, | en_US |
| dc.subject | Consumer choice | en_US |
| dc.subject | Mobile service | en_US |
| dc.subject | Tanzania | en_US |
| dc.title | Factors influencing consumer’s choice of mobile Service provider a case of Tanzania Mobile Firms | en_US |
| dc.type | Thesis | en_US |