Promotion impact on customers’ preference of telecommunication service providers in Tanzania

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University of Dar es Salaam
This study aimed to determine the impact of promotional strategies on customers’ preference of mobile service providers in Tanzania. Specifically the study determined the promotion mix strategies used by telecommunication service providers in Tanzania, promotion mix strategies articulating customers’ awareness and choice of telecommunication service providers in Tanzania and provider’s services attributes articulating customer’s satisfaction were determined. The study used consumers of telecommunication services in Dar es Salaam as respondents. The study followed survey strategy and involved the use of various data collection methods and tools mainly questionnaire and interviews. Data analysis was done following descriptive statistics to find mean, values and frequencies also factor analysis was used. Findings show that, from the customers’ perspective, the top five promotion strategies used by most of the telecommunication service providers were mass media including radios and televisions, kiosks/agencies, price discounts, billboards/posters and bundles/special packages. Of the promotion strategies used, advisements, personal selling, sales promotion and public relations in that order of priority tend to articulate customers awareness and choice of the service providers. Lastly it was found that consistency in service quality, social responsibility, price policies, brand reputation and timely follow-ups are service/providers attributes that mostly define customers’ satisfaction. The study recommends providers must intensify the use of advertisement and agencies as they have more impact on customers. However, the various promotion strategies should be accompanied by better services in terms of consistency, social responsibilities, and better price policies as well as maintaining good image.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (
Advertising, Marketing, Tanzania, Telecommunication industry, Customer service
Mfilinge, U.(2014). Promotion impact on customers’ preference of telecommunication service providers in Tanzania, Master dissertation, University of Dar es Salaam.