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It includes supervisor and date fields, along with formal sections for copyright protection, research declaration, dedication, and acknowledgements.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":41,"@type":70,"position":76},"https://docshare.wps.com/template/letters/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/the-effect-of-relationship-marketing-tactics-on-customers-loyalty-in-commercial-banks-in-geita-district-tanzania-certification/201134/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/the-effect-of-relationship-marketing-tactics-on-customers-loyalty-in-commercial-banks-in-geita-district-tanzania-certification/201134.png","ImageObject",442,249,{"name":88,"@type":89},"WPS_1786070896","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/vnd.openxmlformats-officedocument.wordprocessingml.document","2026-10-20","2026-09-04",true,{"@type":98,"interactionType":99,"userInteractionCount":79},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"Who is certified as the author of the dissertation?","Question",{"text":108,"@type":109},"The dissertation is certified as the original and individual work of Mdasilu Iddi Kelema.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"Under whose supervision was the dissertation prepared?",{"text":113,"@type":109},"The dissertation was prepared under the supervision of Dr. Gerry Batonda.",{"name":115,"@type":106,"acceptedAnswer":116},"What does the declaration state about the research work?",{"text":117,"@type":109},"It declares the research work as the author’s own original work, submitted for an MBA degree at the Open University of Tanzania and not previously submitted elsewhere.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},201134,1791390546,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":129,"doc_module":9,"category_id":40,"category_name":41,"doc_title":59,"doc_description":61,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":79,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":135,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":141},549768072016,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","THE EFFECT OF RELATIONSHIP MARKETING TACTICS ON CUSTOMERS’ LOYALTY IN COMMERCIAL BANKS IN GEITA DISTRICT, TANZANIA\nMDASILU IDDI KELEMA\nA DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION OF THE OPEN UNIVERSITY OF TANZANIA\n2013\nCERTIFICATION\nI hereby certify that the dissertation titled; “The Effect of Relationship Marketing Tactics on Customers’ Loyalty in Commercial Banks in Geita District, Tanzania” is the original and individual work of Mdasilu Iddi Kelema. This has been done under my supervision and is ready for submission for the award of a degree of Master of Business Administration of the Open University of Tanzania.\n-----------------------------------------------------\nDr. Gerry Batonda\n(Supervisor)\n----------------------------------\nDate\n\u000fCOPYRIGHT\nAll rights reserved. No part of this work may be reproduced or stored in any retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the permission of the author or the Open University of Tanzania in that behalf.\n\u000fDECLARATION\nI, Mdasilu Iddi Kelema, do hereby declare that, this research work titled “The Effect Of Relationship Marketing Tactics On Customers’ Loyalty In Commercial Banks In Geita District, Tanzania” is my own original work and it has been presented for an award of a Masters degree in Business Administration of the Open University of Tanzania (OUT). It has not been submitted for any similar degree in any other University or higher learning institution.\n………………………………………….\nSignature\n…………………………..\nDate\n\u000fDEDICATION\nI dedicate this dissertation to the almighty God, my dearest wife, mum, dad, brothers, sisters, my son and daughters, and pertinent friends who stood by me when I needed them.\n\u000fACKNOWLEDGEMENTS\nThis research work would not have been a success without the assistance of many people. It is not easy to mention and thank everybody who helped me but I will mention a few of them.\nMy first thanks goes to my research supervisor Dr Gerry Batonda, for his insights, constructive criticism, guidance and support that made it possible for me to conduct this research work. Thank you so much.\nI wish also to extend my sincere gratitude to the staff and management of NMB Geita branch for their support and encouragement to conduct this dissertation. I would like to send my sincere gratitude to my wife Sophia Mohamed and my children for their moral support that enabled me to carry out this dissertation.\nLastly, I would like to thank all OUT staff, lecturers, classmates and fellow students who in one way or another helped me to complete my MBA studies. Stay blessed.\n\u000fABSTRACT\nThe emergence of new forms of banking, automated teller machines (ATM), phone and SIM banking and also maturing financial market coupled with global competition have forced banks to engage into relationship marketing activities so as to improve customer loyalty. The purpose of this research was to examine the effect of relationship marketing tactics on customer loyalty in commercial banks in Geita district Tanzania. The following research objectives guided (i) to determine the type of relationship marketing factors being used in commercial banks in Geita district; (ii) to analyze how relationship marketing tactics impact on customer loyalty and  (iii) to  determine which one of these relationship marketing tactics is most effective in Geita district. The study was carried out using   questionnaire whereby a sample size of 108 customers and 31 management staff from three commercial banks (CRDB, NBC and NMB) was chosen. The findings of this research revealed that banks use a variety of relationship marketing tactics/ practices to gain customer loyalty and these include application of service quality dimensions, enhancing their brand name with slick (innovative), promotional campaigns (value offers) and competitive pricing strategies. The study recommended that commercia","cbCaij8Qk4ZiGKOs","https://ap.wps.com/l/cbCaij8Qk4ZiGKOs","docx",202247,138,"English","# Certification\n## Copyright\n## Declaration\n## Dedication\n## Acknowledgements\n## Abstract","[{\"question\":\"Who is certified as the author of the dissertation?\",\"answer\":\"The dissertation is certified as the original and individual work of Mdasilu Iddi Kelema.\"},{\"question\":\"Under whose supervision was the dissertation prepared?\",\"answer\":\"The dissertation was prepared under the supervision of Dr. Gerry Batonda.\"},{\"question\":\"What does the declaration state about the research work?\",\"answer\":\"It declares the research work as the author’s own original work, submitted for an MBA degree at the Open University of Tanzania and not previously submitted elsewhere.\"}]","THE EFFECT OF RELATIONSHIP MARKETING TACTICS ON CUSTOMERS’ LOYALTY IN COMMERCIAL BANKS IN GEITA DISTRICT, TANZANIA - CERTIFICATION | DOCX",1788524247,48]