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

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  • Munyaradzi Mutsikiwa

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

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  • Munyaradzi Mutsikiwa, 2013. "The Influence of Relationship Marketing Efforts on Consumers’ Satisfaction: The Case of the Mobile Telecommunications Industry in the Lowveld, Zimbabwe," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 1(7), pages 258-265.
    • Handle: RePEc:rss:jnljms:v1i7p5
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    1. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    2. Donald S. Siegel & Donald F. Vitaliano, 2007. "An Empirical Analysis of the Strategic Use of Corporate Social Responsibility," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 16(3), pages 773-792, September.
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