The Influence of Relationship Marketing Efforts on Consumers’ Satisfaction: The Case of the Mobile Telecommunications Industry in the Lowveld, Zimbabwe
Journal Title: International Journal of Management Sciences - Year 2013, Vol 1, Issue 7
Abstract
The major focus of this paper was to examine the influence of the relationship marketing efforts on consumers‘ satisfaction of a service industry: the Mobile Telecommunications Industry in the Lowveld, Zimbabwe. In this study a descriptive survey research was employed. A convenience sampling strategy was used to select respondents for the interviews which mainly consisted of street intercepts. The sample size for this study was made up of 110 respondents drawn from the two areas (60 respondents were drawn from Chiredzi and 50 from Triangle). The results have indicated that both corporate social responsibility programmes and loyalty programmes were good at predicting customer satisfaction. All these programmes were significant at p < 0.05. Therefore the major findings of this study have indicated that corporate social responsibility programmes and loyalty programmes have a positive effect on customer satisfaction. It is therefore imminent that when managers implement these programmes they should involve customers so that firms may be able to have an insight of what customers expect of these programmes.
Authors and Affiliations
Munyaradzi Mutsikiwa
Keywords
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- EP ID EP26746
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