IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON NON-CONSUMER CUSTOMERS’ BUYING BEHAVIOUR - A CASE STUDY OF TANZANIA CIGARETTE COMPANY - Dissertation Certification

Sep 4, 2026

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The research assessed the impact of Customer Relationship Management (CRM) on the buying behaviour of non-consumer customers through a case study of Tanzania Cigarette Company. The study set out to examine how CRM influences non-consumer buying behaviour and provided background information, research questions, the problem statement, and study significance. Using literature review, conceptual and theoretical elements were developed. Questionnaires and interviews generated qualitative and quantitative data, which were thematically analyzed using Fishbein’s behavioural model.

LanguageEnglish

CategoryPresentations

FormatDOCX

Pages106

Reading Time37 min

AccessFree to download

Certification

Declaration

Dedication

Acknowledgement

Abstract

Table of Contents

List of Tables

List of Figures

Abbreviations

Chapter One

Introduction

IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON NON-CONSUMER CUSTOMERS’ BUYING BEHAVIOUR – A CASE STUDY OF TANZANIA CIGARETTE COMPANY ABDALLAH J. MWADUGA A DESSERTATION SUBMITTED IN PARTIAL FULFILLMENT FOR THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION IN THE OPEN UNIVERSITY OF TANZANIA 2013 CERTIFICATION The undersigned certifies that he has read and hereby recommends for acceptance by the Open University of Tanzania the dissertation titled, ‘‘Impact of CRM on Non-Consumer Customers’ Buying Behaviour” in partial fulfillment of the requirements for the degree of Master of Business Administration. ........................................................... Prof. M. Victor (Supervisor) …………………………….. Date COPYRIGHT No part of this dissertation may be reproduced, stored in any retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission of the author or the Open University of Tanzania in that behalf. DECLARATION I, Abdallah Jumaa Mwaduga, declare that this dissertation is my own original work and that it has not been submitted for any academic award in any other University for a similar or any other degree award. ..................................................... Signature ............................................... Date DEDICATION I dedicate this work to Maryam Makame Zumo, my dearly beloved mother who endured hardship in raising me but never complained nor gave up. ACKNOWLEDGEMENT The researcher wishes to convey his heart felt gratitude to esteemed people who graciously and willingly extended their helping hands to make this research work a reality. A lot of people have helped in making this work to materialize and the researcher would like to thank each of them sincerely. However the researcher would feel indebted if he does not mention the following persons. First, the researcher would like to thank Professor M. Victor, the supervisor of this research work. Through his creative criticism and guidance the researcher was able to review again and again his work before it came to this level. Secondly, thanks go to various friends and colleagues at TCC who willingly help the researcher in administering the questionnaires or accepted to complete some questionnaires. Specifically the researcher wishes to thank Moses Gunda, C&TM Operations Director who provided a lot of useful material that was used in compiling this paper. The researcher would also like to thank certain TCC colleagues from all branches for their support towards timely completion of the questionnaires submitted to dealers through them. These are Anna Mdee, Donald Nkomavantu, Anzarabi Boniface, Mussa Chipeto, Genes Mathias, William William, Alfred Mwakoba, Boniventure Kadinda, Jayjay Gombanila, Alfred Malle and Novil Anthony. Special thanks should go to Yassin Hussein, the former Dealers’ Development Manager who enlightened me with his vast experience in TCC’s CRM and loyalty programs. The researcher would like to thank his family and friends for their support towards completion of this research work, including re-reading the paper, organizing his research desk, and relieving him with some responsibilities even when they needed him. The researcher would specifically like to mention Rehema Chonde, Abdul Malik Zumo, Ringo Ugama and Paschal Mwaduga. Lastly, the researcher would like to thank his sons Akram, Ayham and Arham for bearing with him during this work. ABSTRACT The research assessed the impact of Customer Relationship Management (CRM) in influencing the buying behaviour of non-consumer customers through the case study of Tanzania Cigarette Company. The main objective of this paper was to probe the impact of CRM on the buying behaviour of non-consumer customers. Background information including the research questions, the problem statement and the significance of the study has been provided. Through literature review various theories, e

FAQs

What is the main focus of the dissertation?

The dissertation focuses on how Customer Relationship Management (CRM) impacts the buying behaviour of non-consumer customers, using Tanzania Cigarette Company as a case study.

How was data collected and analyzed?

Data were collected using questionnaires and interviews, producing both qualitative and quantitative information. The analysis was conducted thematically using Fishbein’s behavioural model and graphical outputs.

What did the findings indicate about CRM’s impact?

The findings confirm that CRM has a significant impact on non-consumer customers’ buying behaviour. Recommendations were also provided to improve TCC’s CRM system.

Sep 4, 2026

Upload by Kyle