Determinants of Customer Retention in Mobile Industry - Evidence From Tigo and Vodacom Customers in Ilala District, Dar Es Salaam-Tanzania

The study investigates the determinants of customer retention by mobile telecommunication industries in Ilala District. The study specifically examined the influence of convenience of service, pricing/tariff, network coverage, and service quality on retention of Tigo and Vodacom customers. The study employed mixed research, which encompassed descriptive cross study. Data were collected through questionnaires and interviews and were analyzed through descriptive and inferential statistics. 100 respondents who were Tigo and Vodacom clients participated in the research. Findings depict that respondents were satisfied with the available customer care centres, recharge points, existing recharge vouchers, browsing fees, and price schedules, but were dissatisfied with call rates. Moreover, the study found that signal and drop quality are good and respondents were satisfied with network availability and ultimately confirmed that their expectations were met by service providers. Lastly, the study found that respondents were satisfied with customer complaint reporting mechanisms established by service providers, but had concerns over delays in determining complaints and resolutions reached thereafter.