Factors Influencing Customers Churn Intentions Of Air Tanzania In Business Marketing

The aviation industry is one of the fast-growing industries in the world,which is characterized by high profits.For air travel service providers,generally,each country has only a few monopoly companies or state-owned enterprises in the industry but there are thirteen airlines in Tanzania.Air Tanzania has developed well in Africa,but it is currently facing fierce competition from many domestic and foreign airlines,and customer loyalty has declined.In the long run,the increasing trend of customer churn will inevitably reduce profits.Based on this,this article intends to systematically study the influencing factors,causes and coping strategies of Tanzania Airlines(“ATCL”)customer churn.This research includes six parts: introduction,theory and concept,research hypothesis,methodology,analysis and conclusion.The paper uses qualitative and quantitative methods,collects relevant data through questionnaires and interviews,and surveys 300 respondents in the Kinondoni district of Dar es Salaam.Probability sampling methods using purposeful sampling and simple random techniques are used to obtain samples.The study used Social Science Software(SPSS)to analyze the data using SPSS v.22 software.The results show that the willingness of customers to churn mainly depends on the quality of service provided to them.The survey results show that Air Tanzania customers believe that as long as the company provides them with high-quality and affordable services,they will return to Air Tanzania.The thesis systematically studied how competition,customer interaction with the renewal process and satisfaction with the results,customer diversified seeking characteristics and financial reimbursement and other factors affect ATCL’s customer churn intentions,and came to the following conclusions: This paper focuses on highly competitive markets environment in Tanzania,found that market competition has a negative impact on customer churn intentions.This research conclusion supplements and expands the existing literature on customer churn.Air Tanzania can invest limited resources in both service upgrades and monetary compensation to reduce the negative impact of market competition on customer churn intentions,thereby helping them regain customers from competitors.