The effect of promotion on image in relation to customer satisfaction in telecommunication industry: a case of Vodacom Tanzania limited

The objective of this study is to assess the relationship between promotion as a marketing strategy, image of the company and customer satisfaction in telecommunication services, Vodacom Tanzania Limited used as a case study. In this study, data were collected from the questionnaires. A sample of 120 respondents was expected, but only 98 returned the questionnaires which forms 81.6% of the response rate. Regression analysis was used to test hypothesis formulated to assess the direction, degree and strength of relationship between promotions, image and customer satisfaction for Vodacom customers. The study revealed that the correlation value of the image of Vodacom and promotions is 0.495, image of Vodacom and customer satisfaction is 0.602, , while the correlation between customer satisfaction and promotion is 0.391, means all three variables show a positive correlation which means that all three of them are positively related. The highest correlation is between image and customer satisfaction, this means the level of customer satisfaction is highly affected by the image of Vodacom. The major limitation of the study is it focused only on Vodacom Subscribers based in Dar es Salaam only. Future researchers should focus on widening the coverage of present study to include not only one region but also other regions and also to increase the variables and hypothesis. Despite the limitations this study provides a good guidance to Vodacom Tanzania Ltd to consider image of the company and promotional mix when looking on the customer satisfaction as all three are positively related.