Robert MAKORERE
Department of Marketing and Entrepreneurship, School of Business, Mzumbe University, Morogoro, Tanzania
Abstract: Tanzanian telecom industry has shifted from growth to customer retention, highlighting the importance of understanding service quality and price perception. This study explores how these factors influence customer satisfaction, brand trust, and purchase intention, using the SERVQUAL model, Expectancy Disconfirmation Theory, and the Theory of Planned Behaviour. Data from 601 users across Tanzania, which were analysed using PLS-SEM, revealed that service quality and perceived price significantly impact satisfaction and trust, which in turn drive purchase intentions. Customer satisfaction most strongly influenced brand trust (β = 0.832), and brand trust predicted purchase intention (β = 0.616). The perceived price had a stronger effect on satisfaction (β = 0.350) than on purchase intention (β = 0.153), implying that fairness matters more than does low cost. While service quality greatly impacted satisfaction (β = 0.537), its direct influence on purchase intention was limited (β = 0.102). The study offers valuable insights for telecom providers and policymakers aiming to enhance consumer trust, pricing strategies, and service quality in a competitive, developing market.
Keywords: Service Quality, Perceived Price, Customer Satisfaction, Brand Trust, Purchase Intention