Effectiveness of Cloud Computing Usage on Marketing Performance Among Telecommunication Companies in Tanzania.

Abstract

The study assessed the effectiveness of cloud computing usage on marketing performance among Telecommunication Companies in Tanzania. To realize that, cloud computing services used by telecommunication companies were identified to examine the influence as well as the challenges associated with the use of cloud computing services on marketing performance among telecoms in Tanzania. Quantitative and qualitative approaches were adopted to fit the purpose of the study, where (5) telecommunication companies were chosen as the sample. Panel data covering a period of 12 years from year 2011 to 2022 was used for quantitative purposes. The findings indicated cloud computing services used by telecoms included cloud storage services, Unified Communication Services and cloud-based Network Function Virtualization.Furthermore, results indicated the presence of a positive significant influence (p<.01) of cloud-based unified communication services and storage services on marketing performance at a coefficient of 408.344 and 281.166 respectively. Challenges associated with the use of cloud computing services on marketing performance included ependence on the internet, high switching costs from one service provider to another, limited capability as well as security and privacy concerns. The study concluded that cloud computing usage was effective as far as marketing performance was concerned. The study recommends that telecoms also invest in customer retention strategies, as merely increasing the number of subscriptions is not the ultimate goal; it is a means to an end, given the competitive nature of the telecom sector in Tanzania.