International Journal of
Innovation, Management and Technology

Abstract— The main purpose of this paper was to examine the effect of marketing communication based on customer satisfaction, customer loyalty, price fairness and customer services in the mobile telecom sector in Tanzania. Today’s successful companies servicing in telecommunication sector of Tanzania have highly customer centered and deeply concerned to marketing communication. Through service fairness and price fairness inspire everyone in the firm to facilitate in building long lasting customer relationships. The successful in marketing communication, organizations must look into the needs and wants of their customers, that’s why many researchers and academicians have continuously emphasized on the importance of customer satisfaction, and loyalty that has a positive effect on an organization’s profitability. Therefore, the results demonstrate that the marketing communication plays a major role on managing customer relationship in Zantel. Due to the consequences, conclusion and discussion of the study are also based on the analysis.

Index Terms— Marketing communication, customer satisfaction, price fairness, customer services and Zantel Tanzania.

Richard Allen Senguo and Sun Xixiang are with Wuhan University of Technology, Tanzania (e-mail: richardnt@yahoo.com, 13971190718@163.com). Nasero Charles Kilango is with Huazhong University of Science and Technology, China (e-mail: naserorichard@yahoo.com)

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Cite: Richard Allen Senguo, Sun Xixiang, and Nasero Charles Kilango, " Marketing Communication Based on Customer Satisfaction and Loyalty: Zantel Tanzania," International Journal of Innovation, Management and Technology vol. 8, no. 4, pp. 284-288, 2017.