Investigating the nature of brand loyalty of users of mobile phone services in Tanzania: The Case of mobile phone service providers (Tigo, Vodacom, Airtel and Zantel)

This study investigates the nature of brand loyalty of users of mobile phone services in Tanzania. It establishes an insight assessing the nature of brand loyalty of mobile phone customers given that more and more are opting more than one service provider, Tigo, Vodacom, and Airtel and Zantel being the case study. The variables’ relationships were established through explanatory studies under the positivism paradigm. This study therefore adopted a probability sampling specifically stratified sampling and multi stage sampling, data were collected from 120 mobile phone service users and four marketing managers from the four mobile service providers. Kolmogorov-Sminorv statistical test was used to test ten hypotheses. The calculated Cronbach's coefficient alpha for each variable and the entire questionnaire provided an excellent reliability. The investigation of the nature of brand loyalty of users of mobile phone services in Tanzania was assessed. Reliability and free bonuses were found to be key drivers for the customers to keep on switching from one brand to another. However, this study discovered that mobile phone users are divided into two groups basing their loyalty of mobile phone service providers, there are those who are loyal to a single brand and they only use that particular brand and those customers who are loyal to a single brand but they still use other brands to solve the problem of network coverage, try to check on cost difference, use them just for status etc. Therefore mobile phone service providers need to carry frequent investigations to understand the changing habits of their customers and their marketing strategies should focus on retaining customers and finding new ones.