Mobile recharge bundles and customer perception of service quality: a case of telecommunication sector in Tanzania

Abstract

The study assessed mobile recharge bundles and customer perception of service quality in Tanzania telecommunication industry. The study was specifically guided by three study hypotheses which were tested as predicting variables to the dependent variable namely products prices, bundle duration and volume of the bundle. The study was conducted using explanatory study design with the facts generated using causal relationship approach. The information were generated from the customers whereas 146 customers were obtained out of 200 expected with information collected using questionnaires. The results were first grouped and computed in SPSS software version 17.0 to generate analytical tools to highlight the study results. Therefore, descriptive statistics were first generated as being frequency tables and percentages to describe the profile of the respondents. In addition to that, correlation and multiple regression analysis were used to show the existing relationship between study variables. Findings were certain that all three study variables as predictors are all positive and significant statistically on customer perception as the dependent variable. The implication of the study is that customer perception in service quality on mobile recharge bundles in Tanzania is determined by product prices, bundle duration and volume of the bundle. The study further recommends that the companies responsible must assure that they possess sufficient copyrights on the innovations and creativity performed to get away from coping strategy which is used by many companies.