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This study aimed to assess the influence of service quality on customer satisfaction within Air Tanzania Company Limited (ATCL) in Dar es Salaam, with a specific focus on the influence of tangible elements, personal services, and airline image. The study adopted a theoretical framework based on the Expectancy Disconfirmation Theory and the AIRQUAL Model for understanding the relationship between service quality and customer satisfaction. To achieve the study’s objectives, a cross-sectional research design was employed, allowing for the collection of data from a diverse sample of ATCL customers. The sample was selected using a combination of simple random sampling and purposive sampling techniques. A total of 302 ATCL customers and 8 supervisors from ATCL participated in the study, providing valuable insights into their perceptions of service quality and its effect on their overall satisfaction. Data collection was primarily conducted through structured questionnaires and face-to-face interviews. The data was analyzed using Binary Logistic Regression in IBM SPSS Statistics 23, allowing for the identification of significant relationships between service quality dimensions and customer satisfaction. The analysis of perceived service quality dimensions showed that customers' perceptions of ATCL’s service quality fell short of their expectations, with negative scores across all dimensions. This suggests a general dissatisfaction among customers with the service quality provided by ATCL. Specifically, the rankings indicated that airline image was the top contributor to dissatisfaction. The overall index score for service quality further supported these findings, registering at -0.3996. The binary logistic regression results indicated significant positive relationships between all three dimensions (tangible elements, personal services, and airline image) and customer satisfaction. To maintain service quality standards, collaboration between policymakers and ATCL management is crucial to establishing guidelines as well as conducting regular audits, allocating enough resources for tangible improvements and investing in employee training for better customer interactions.

This study examined the influence of undergraduate experience on alumni loyalty to their alma mater in Tanzania’s higher education context. Specifically, the study sought to examine the extent to which alumni are satisfied with their undergraduate academic and social experiences and the influence thereof on their loyalty towards their former universities or colleges. The study involved a questionnaire survey to collect primary data from a conveniently selected sample of 188 Tanzanians who had bachelor's degrees from various Tanzania universities and colleges. Descriptive statistics using mean values were used to measure the satisfaction level. To estimate the influence of alumni satisfaction with their undergraduate experience on loyalty to their alma mater, Binary Logistic Regression Model was used. Overall, the findings indicate that alumni were satisfied with their undergraduate experience and their time as students. Further, Binary Logistic Regression results indicate that satisfaction with undergraduate experience positively and significantly influences alumni loyalty to their alma mater. It is reasonable to conclude from this evidence, that alumni loyalty can be created, reinforced and retained through favorable students’ experiences. Thus, Tanzania’s Higher Education Institutions (HEIs) should improve their level of students’ experience so as to increase their level of satisfaction and consequently enforce their loyalty. The study adds value in the context of Tanzanian HEIs since it provides a base on how to determine strategies to create, reinforce and maintain alumni loyalty through a favorable student experience.