The Influence of Customer Retention Strategies on Customer Loyalty in Higher Education in Dodoma, Tanzania.

Abstract

This study examined the influence of customer retention strategies on customer loyalty in higher education in Dodoma, Tanzania. A cross sectional questionnaire survey involving 120 bachelor three students was conducted at the College of Business Education Dodoma Campus due to the fact that CBE is the oldest higher education of all in Dodoma. Two case studies of students perusing master degree at the College of Business Education Dodoma Campus were developed from qualitative data which were collected using in-depth interview. Qualitative data were analyzed using content analysis whereas data were first transcribed into text and thereafter relevant themes were developed and the results were matched with relevant literature and theory. To estimate the influence of customer retention strategies on customer loyalty Multiple Regression was performed. The regression results indicate that fee charged to students had a negative significant influence on customer loyalty. Service quality and customer satisfaction had a positive significant influence on customer loyalty. The study recommends that the college management need to embrace customer retention strategies for sustained customer loyalty.