This study assessed how customer trust affects customer retention in telecommunication companies in Tanzania. Using logistic regression, 120 questionnaires were analysed. Results revealed respondents were not satisfied with sustainability operations (83.3%), keeping promises (90%), best telecom services (84.2), business performance (83.3%), stable authority and management (82.5%). The percentage of correct predictions of variables ranges from 80% to 90%. Besides, values of Nagelkerke’s R-square show the ability of independent variables to account for variation in the dependent variable from 0.050 to 0.193. Additionally, results from the chi-square analysis were only statistically significant for the variable age on the sustainability of operations for age (0.01) and time (0.02). The logistic regression coefficient shows that time effects operation sustainability negatively by 0.65. For keeping promises, predictor age affected the model negatively by 0.07. Moreover, for telecom services, predictor variables such as gender and income affected the model positively by 0.19 and 0.07, respectively. Regarding business performance, age and education negatively affect the model by 0.39 and 0.49, respectively. Furthermore, on stability of authority and management, predictor variable gender positively affects the model by 0.23. Thus, telecommunication companies must ensure customers trust their operations, services, business performance, and management framework to enhance customer retention.
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