Authors : Elidio Oscar Rosa Rodrigues; Doutora Vanusa Patrícia Bruno de Morais Freitas

Volume/Issue : Volume 11 - 2026, Issue 3 - March

Google Scholar : https://tinyurl.com/ye295ybr

Scribd : https://tinyurl.com/564u8pyb

DOI : https://doi.org/10.38124/ijisrt/26mar1497

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Abstract : This study examines the influence of competitive strategies on customer loyalty in the telecommunications sector, focusing on Movitel customers in Nampula City, Mozambique. In an increasingly competitive market, telecommunications companies are expected not only to attract customers through pricing strategies, but also to retain them through service quality, customer relationship management, and effective communication. The main objective of the study was to analyze how Movitel’s competitive strategies affect customer loyalty. A mixed-methods approach was adopted, combining quantitative and qualitative techniques. Quantitative data were collected through a structured questionnaire administered to 120 customers, while qualitative data were obtained through semi-structured interviews with company employees and document analysis. Quantitative data were analyzed using descriptive statistics, and qualitative data were interpreted through content analysis. The findings show that affordable pricing remains a major factor in attracting and retaining customers. However, customer loyalty is not determined by price alone. Service quality, network stability, customer care, complaint handling, and relationship management practices also play a significant role in shaping customer satisfaction and continued patronage. The study further reveals that loyalty is still largely functional and economically driven, rather than deeply emotional or relational. It concludes that sustainable customer loyalty in the telecommunications sector depends on a combination of competitive pricing, perceived service quality, and structured customer relationship management. The study recommends that Movitel strengthen its service quality, customer support systems, and differentiated relationship strategies in order to build stronger and more durable customer loyalty.

Keywords : Competitive Strategies; Customer Loyaltys; Customer Relationship Management; Movitel.

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