Marketing Innovation Strategies for Improving Customer Satisfaction: Vodacom Tanzania

Abstract

Many organizations have assumed that their products or services are so superior that customers would automatically keep coming back for more.  However, in order to compete effectively in today's marketplace organizations must change their strategy to become more customer focused.  Tanzania has four major telecommunications operators – Vodacom, CELTEL, TIGO and Zantel. There has been stiff competition and war on price among the companies including low priced services, loyalty programs and other seasonal promotions aimed strategically at gaining and dominating more market space in the mobile sector.  This study examines the Marketing Innovation Strategies for Improving Customer Satisfaction which have a positive effect on an organization’s profitability in the telephone company in Tanzania.

Keywords: Marketing Innovation Strategies (MIS), Customer Satisfaction, Vodacom Tanzania.