Effect of Brand Equity on Customer Loyalty in Tanzania Telecommunication Industry:  A Case of Network Services among Private University Students, Mwanza City

Abstract

There is fierce competition among service providers in the market, and their performance is heavily reliant on consumer loyalty. Youth, as in other countries, are the primary users of telecommunications services in Tanzania. As a result, the purpose of this study was to investigate the effects of brand equity on customer loyalty in Tanzania’s telecommunications industry: a case study of network services among private university students in Mwanza. This research looked at five aspects of brand equity: brand loyalty, perceived quality, brand awareness, brand associations, and proprietary brand asset. Market service providers compete fiercely, and their performance is strongly dependent on consumer loyalty. In Tanzania, as in other nations, youth are the predominant users of telecommunications services. As a result, the goal of this study was to look at the effects of brand equity on customer loyalty in Tanzania’s telecommunications industry: a case study of network services among Mwanza’s private university students. Brand loyalty, perceived quality, brand awareness, brand associations, and proprietary brand asset were all examined in this study. According to the study, mobile cellular network service providers in Tanzania should focus on brand equity and its antecedents in order to build a strong base of loyal clients. Brand managers should prioritize the development of brand equity and brand equity aspects, which are critical in fostering consumer loyalty.

Keywords: Brand equity, brand loyalty, perceived quality, brand awareness, brand associations, proprietary brand assets and customer loyalty