THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CUSTOMER RETENTION IN THE TELECOMMUNICATION INDUSTRY.
Publication Date : 03/07/2021
This study aimed at analyzing the Influence of integrated marketing communication on Customer Retention in the Telecom Industry in Tanzania. Specifically, the study intended to examine the effects of integrated marketing communication on customer retention in Tanzania telecommunication industry. Moreover, the study used explanatory research design to search for causal relationship between the study variables. The questionnaire instrument was used to gather the statistical data in order to test the hypothesis and model used. Stratified sampling technique was used to get the strata of Vodacom customers in Dar-es-salaam; the strata include Kinondoni, Temeke and Ilala. Thereafter, a simple random sampling technique was used to draw the sample of 400 for in-depth analysis. The data were analyzed using structural equation modeling (SEM), it was revealed that integrated marketing communication have positive and significance influence for the telecommunication companies to retain their customer. The study concludes that customer retention is compatible to unique factors such as Integrated Marketing Communication was found to be positive and significant at (p) value of 0.05. Specifically, it was found critical factors of integrated marketing communication such as customer support, service customization and customer resolution attract customer retention in telecommunication company. While, factors of integrated marketing communication were found to be significant it calls for managers to enhance integrated marketing communication by improving the customer support, service customization and customer resolution.
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