The Influences of Customer Relationship Commitment on Customer Retention in the Telecommunication Industry.

Publication Date : 03/07/2021

DOI : 10.22623/IJAPSA.2021.7004.TXAAB


Author(s) :

Ezekiel Kanire , George Kanire , Consolata Lukuvi.


Volume/Issue :
Volume 7
,
Issue 6
(07 - 2021)



Abstract :

This study focused on the influences of customer relationship commitment on retention of customers in the telecommunication industry in Tanzania. Specifically, the study examined the effects of relationship commitment on customer retention in the telecommunication industry. A cross-sectional explanatory research design was employed to determine a causal relationship between customer relationship commitment and customer retention in the industry. Structured questionnaires were used to gather quantitative data. The quantitative data collected from the respondents were used to test the study hypothesis and the model developed. A simple random sampling technique was used to draw a sample of 400 persons from Vodacom customers in Dar-es-salaam. The collected data were analyzed using Structural Equation Modeling (SEM). The study revealed that relationship commitment has a positive and significant (p=0.05) influence on customer retention. The study concludes by recommending that, Vodacom can retain its customers by promoting relationship commitment across the business through sales promotions, resolving complaints, offering attractive price packages, and customer care.


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