Effect of Service Quality on Customer Retention at Mount Kilimanjaro National Park (KINAPA) in Tanzania.

Abstract

The paper has investigated the effect of service quality (SQ) on customer retention at Mount Kilimanjaro National Park (KINAPA) using cross-sectional research and a sample of 104 respondents. Questionnaires, interviews and documentary reviews were used to collect data. Descriptive statistics, binary logistic regression and multiple responses were used to analyze data. The study found that tangibles, assurance, responsiveness, empathy and reliability were significantly affecting customers’ retention. The study concluded that service quality significantly affects customer retention. It was recommended that the quality of service be improved to retain a reasonable number of customers.