Assessment of the impacts of irrigation schemes on rural development in semi-arid areas in Tanzania: a case study of Kwimba district, Mwanza

There has been a tremendous growth in mobile telecommunications industry and companies have been competing for new customers through designing new products and services, and increasing revenue to recover huge investment costs rather than taking effective initiative in development customer relationship, as a results these mobile phone companies are making huge losses. In this research, the influence of customer relationship activities to business performance has been analyzed. The primary data for this research were collected using questionnaire and interview methods. Self-administered questionnaires were designed to marketing officers and customers of selected mobile firms. Face to face interviews were conducted to all key informants responsible with marketing works in the mobile industry with reference to ZANTEL and TIGO to gather information on customer relation management (CRM). Findings revealed that mobile phone companies' performance declined as predicted by the preliminary hypothesis. Customer relationship orientation in mobile phone companies was weak because most operators concentrated on acquiring new customers without considering elements of customer satisfactions, loyalty, interaction and commitments. Based on findings from this research, mobile phone companies can concentrate on retaining customers and maintain a healthy relationship with existing customers before spending massive resources in customer acquisition.