Factors affecting customer’s preference toward the selection of mobile network providers in Tanzania: a study of cross sector of mobile network operators in Tanzania

The aim of the study was to determine the factors which affecting customer preference toward selection of Mobile Network Operator (MNO) in Tanzania. The study explored in depth the pull factors which make customers to be loyal or stick to a certain Mobile Network Operator (MNO). The study focused on six main objectives which were related to coverage, promotions, service delivery, price, Value Added Services (VAS) and brand perceptions. The study deployed both quantitative and qualitative methods in data collection through simple random sampling techniques. The information was gathered and analysed quantitatively with the help of SPSS from a sample of 200 respondents. A structured questionnaire was developed to collect the required primary data from the telecom subscribers. Collected data were analysed, the outcome of this research revealed a comprehensively integrated framework to understand the relationships among several dimensions. The findings of the study revealed that there is service gap in overall product and service offering in Tanzania. According to the findings the overall awareness is greatly affected by service pricing, delivery of services/product customer awareness and slightly by brand perception. From the findings of the study, a number of recommendations have been offered to improve service provided by Mobile Phones in Tanzania.