Abstract: The use of mobile phones is growing tremendously all
over the world. In Tanzania there are a number of operators licensed
by Tanzania Communications Regulatory Authority (TCRA) aiming
at attracting customers into their networks. So far
telecommunications market competition has been very stiff. Various
measures are being taken by mobile operators to survive in the
market. Such measure include introducing of different air time
bundles on daily, weekly and monthly at lower tariffs. Other
measures include the introduction of normal tariff, tourist package
and one network. Despite of all these strategies, there is a dynamic
competition in the market which needs to be explored. Some
influences which attract customers to choose a certain mobile
operator are of particular interest. This paper is investigating if the
network effects and Quality of Services (QoS) influence mobile
customers in selection of their mobile network operators. Seventy
seven students from high learning institutions in Dodoma
Municipality in Tanzania participated in responding to prepared
questionnaires. The data was analyzed using Statistical Package for
Social Science (SPSS) Software. The results indicate that, network
coverage does influence customers in selection of mobile operators.
In addition, this paper proposes further research in some areas
especially where the study came up with different findings from what
the theory has in place.