Evaluating marketing strategies and customer satisfaction the case of Tanzania custom agents

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University of Dar es Salaam
The thrust of the study was to evaluate marketing strategies and customer satisfaction among custom agents in Tanzania. The study examined the influence of marketing mix elements, segmentation, targeting and positioning on customer satisfaction. The study was conducted in Dar es Salaam because it is the major area where custom agents are located compared to other regions in the country. The study used a descriptive survey. The sample to the study was of 100 customers and custom agents' employees who were randomly selected. Frequency table and charts were used to show the different ways respondents answered a question. F-test and T-test were used to test whether there was more variability in the scores of one variable than in the score of another. Further, correlation and multiple regressions were used to test relationship between variables. The finding of the study revealed that, there was a dearth of skills in effectively harnessing the positive influence of marketing mix strategics on customer satisfaction. This was evidence by the poor rating from price, product, place, promotion, people and process. These matrices are hallmark for a successful business enterprise and lacking in any one of them spells disaster for the brand. The findings also revealed custom agents do not segment, target or position their market. More findings revealed that the majority of customers were not satisfied with the current custom agents serving them. Finally, it is clear that marketing strategies are positively related with customer satisfaction. In view of these findings, it is recommended that custom agents should rebrand, engage marketing strategies and undertake a massive communication campaigns. It is further recommended tertiary and higher learning institutions should establish logistics courses and ICT training should also be undertaken by TRA officers and custom agents employees. Finally, it is recommended the working hours among TRA officers should be extended.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.13.O95)
Marketing, Management, Consumer satisfaction, Tanzania custom Agents
Ouma, I. (2015) Evaluating marketing strategies and customer satisfaction the case of Tanzania custom agents. Master dissertation, University of Dar es Salaam. Dar es Salaam.