The Influence of Relationship Marketing Efforts on Consumers’ Satisfaction: The Case of the Mobile Telecommunications Industry in the Lowveld, Zimbabwe

Munyaradzi Mutsikiwa

International Journal of Management Sciences, 2013, vol. 1, issue 7, 258-265

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

Keywords: Relationship marketing; loyalty programmes; corporate social responsibility programmes; consumer satisfaction. (search for similar items in EconPapers)
Date: 2013
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