Marketing and Public Relations
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Item type: Item , THE INFLUENCE OF SALES PROMOTION ON CUSTOMER PURCHASE INTENTION OF HOME APPLIANCE PRODUCTS: A CASE OF GSM MALL DAR ES SALAAM.(Tanzania Institute of Accountancy, 2024-11) KORONGO, Crispin.ABSTRACT This study examines the factors influencing customer purchase intentions during sales promotions at GSM Mall, focusing on three key constructs: customer attitudes, subjective norms, and perceived behavioral control. Specifically, the research seeks to (1) evaluate the effect of customer attitudes on purchase intentions, (2) assess the impact of subjective norms on purchase intentions, and (3) analyze the role of perceived behavioral control in shaping purchase intentions during sales promotions. The research is anchored in the Theory of Planned Behavior (TPB), which identifies attitudes, subjective norms, and perceived behavioral control as primary predictors of behavioral intentions. A quantitative approach was adopted, using structured questionnaires to gather data from customers at GSM Mall. The survey instrument measured variables related to customer attitudes toward sales promotions, the influence of social norms, and perceived behavioral control in purchasing decisions. Data analysis was conducted through descriptive statistics and multiple regression analysis to identify the relationships between the variables. The results indicate that customer attitudes, subjective norms, and perceived behavioral control significantly influence purchase intentions. Among these factors, perceived behavioral control emerged as the most substantial determinant, highlighting that consumers are more inclined to take advantage of sales promotions when they feel confident and empowered in their purchasing decisions.The study concludes that customer attitudes, subjective norms, and perceived behavioral control are critical to purchase intentions during sales promotions. The study recommends that retailers develop promotions that are clear, straightforward, and easily accessible to enhance consumer confidence and perceived control. Additionally, leveraging social influences through peer endorsements, customer testimonials, and trend-based marketing can strengthen subjective norms and encourage purchasing behaviour. Policymakers should consider establishing guidelines to protect consumers through transparent retail advertising practices. Future research could explore moderating variables such as demographic factors, the role of digital marketing in shaping purchase intentions, and the long-term impact of sales promotions on customer loyalty and brand perception.Item type: Item , THE INFLUENCE OF PATRIOTIC BUSINESS PRACTICES ON THE PROCUREMENT PERFORMANCE OF CONSTRUCTION PROJECTS: A CASE OF NATIONAL HOUSING CORPORATION (NHC)(Tanzania Institute of Accountancy, 2024-11) SEBERE, Chacha D.ABSTRACT This study investigates the influence of patriotic business practices on the procurement performance of construction projects at the National Housing Corporation (NHC). The research focuses on three key objectives: assessing the impact of patriotic transfer of knowledge, patriotic margin of preference, and patriotic Corporate Social Responsibility (CSR) practices on procurement performance. A deductive research approach was employed, starting with the theory that patriotism significantly impacts procurement performance. The study utilized quantitative research methods, collecting and analyzing numerical data to test this theory and assess relationships between patriotic practices and procurement outcomes. The findings reveal that the patriotic transfer of knowledge significantly enhances procurement performance by fostering knowledge sharing, innovation, and adaptability among local contractors and suppliers. The patriotic margin of preference was found to improve procurement outcomes by prioritizing local suppliers, leading to better contract negotiations, cost control, and quality assurance, while promoting local economic development. Furthermore, patriotic CSR practices, including environmental sustainability, ethical procurement, and legal compliance, were shown to align procurement processes with national development goals, promoting transparency and social impact. The study concludes that patriotic business practices are essential drivers of procurement success and contribute to the broader objectives of national economic growth and societal development. Key recommendations include establishing knowledge-sharing platforms, enforcing the margin of preference, and mandating the integration of CSR practices into procurement policies. These findings provide valuable insights for policymakers and procurement professionals seeking to optimize procurement performance while supporting national interests.Item type: Item , EVALUATING THE IMPACT OF PUBLIC RELATIONS STRATEGIES ON INSTITUTIONAL GROWTH: A CASE OF THE COLLEGE OF BUSINESS EDUCATION (CBE)(Tanzania Institute of Accountancy, 2025-11) SANDAGO, ALDAABSTRACT This study evaluates the impact of public relations (PR) strategies on institutional growth, using the College of Business Education (CBE) as a case study. The research was guided by three specific objectives: to identify the PR strategies employed at CBE, to analyze their effects on student enrolment, institutional reputation, and stakeholder partnerships, and to examine challenges affecting PR implementation while proposing potential solutions. A mixed-methods approach was employed, combining qualitative and quantitative techniques. Data were collected through questionnaires distributed to students, interviews with CBE administrators and PR staff, and document reviews of institutional records and communication reports. Quantitative data were analyzed using descriptive statistics and presented in tables and charts, while qualitative responses were subjected to thematic content analysis. The findings revealed that CBE employs diverse PR strategies, including media relations, community engagement, digital platforms, alumni networks, and corporate social responsibility initiatives. These strategies significantly contribute to attracting students, enhancing institutional reputation, and strengthening partnerships with government, industry, and international stakeholders. However, several challenges hinder effective implementation, including limited budget allocation, inadequate human resources, and insufficient integration of modern technology, weak two-way communication, and inconsistent crisis management frameworks. In Tanzanian higher education, PR should be treated as a central strategic function for competitiveness and long-term sustainability. It recommends that CBE increase investment in PR activities, adopt digital communication technologies, strengthen feedback mechanisms, and establish a clear PR policy framework aligned with institutional goals. The research contributes to the growing body of knowledge on higher education management in Tanzania by underscoring the critical role of PR in shaping institutional growth.Item type: Item , THE ROLE OF SOCIAL MEDIA ON CONSUMER BUYING INTENTION: A CASE OF PEPSI COMPANY LIMITED IN DAR ES SALAAM(Tanzania Institute of Accountancy, 2024-11) CHADENYILE, Meshack .ABSTRACT This study investigate the factors influencing consumer buying intentions for Pepsi products, focusing on the roles of subjective norms, passive behavioral control, and consumer attitudes. Conducted in Dar es Salaam. The study adopted a descriptive research design based on the Theory of Reasoned Action (TRA). The study surveyed 145 regular consumers of Pepsi using a structured questionnaire. Data were analyzed using IBM SPSS Version 26, with regression analysis employed to test the hypotheses. The results revealed that all three factors positively influenced buying intentions. Specifically, subjective norms (β = 0.567, p = 0.012), passive behavioral control (β = 0.452, p = 0.024), and consumer attitudes (β = 0.589, p = 0.001) were found to have significant positive effects on purchasing behavior. These findings highlight the importance of social influences, external factors like advertising, and consumer perceptions in shaping buying intentions. Based on these results, it is recommended that marketing strategies for Pepsi focus on reinforcing social norms, leveraging external influences such as social media, and enhancing consumer attitudes through positive brand image and satisfactionItem type: Item , EFFECT OF BRAND EQUITY ON CUSTOMER SATISFICATION: A CASE OF POSHH DESIGN LTD IN DAR ES SALAAM(Tanzania Institute of Accountancy, 2024-11) KENENE,Tahadhari, S.ABSTRACT This study investigated the effect of brand equity on customer satisfaction at POSHH Design Ltd. in Dar es Salaam.. It identified the key factors contributing to brand recognition, evaluated customer perceptions of product quality, and analysed how various brand equity components influence customer satisfaction. The study was guided by resource-advantage and signaling theories. It employed mixed research approach with a descriptive and explanatory research designs. Both quantitative and qualitative approach were used during collection and analysis of data. The targeted population of the study was 134 respondents and portioned to form a sample of 100 respondents of the study , comprising customers and employees of POSHH Ltd. Quantitative data were processed and analysed through descriptive statistics, while qualitative data were examined thematicaly to provide deeper insights into customer experiences and perceptions. The study found that 83% of customers rated POSHH's products as high quality, with the remaining 17% expressing concerns about durability or design. 77% of respondents expressed a high likelihood of making repeat purchases, while 23% did not, possibly reflecting dissatisfaction or less engagement with the brand. Customer service was identified as a critical factor in customer satisfaction by 77% of respondents, but the remaining 23% may prioritize other factors such as product quality or pricing. This suggests that while POSHH enjoys strong customer loyalty, there is an opportunity to address the concerns of the minority to improve overall satisfaction and retentionItem type: Item , THE EFFECT OF QUALITY SERVICE DELIVERY STRATEGIES ON THE PERFORMANCE OF LOCAL GOVERNMENT AUTHORITIES IN TANZANIA: A CASE STUDY OF TEMEKE MUNICIPAL COUNCIL, DAR ES SALAAM(Tanzania Institute of Accountancy, 2024-11) LIBERATI, Theodosia.ABSTRACT For Local Government Authorities to fulfill their role, it is crucial that they implement high-quality service delivery plans. Despite the fact that many businesses use various service delivery methodologies, the organization claims that the intended consequence of quality service delivery has not been fully realized. This study looked into how Tanzanian local government authorities performed in relation to quality service delivery techniques. The study was carried out in the Dar es Salaam Region at the Temeke Municipal Council. This study employed a descriptive design and a qualitative and quantitative methodology. About 151 personnel were purposefully and randomly chosen for the study from among the following: inquiry desk, trade officers, treasurers, community officers, IT officers, customer officers, health officers, land officers, and education officers. Data was gathered through surveys and interviews. With the use of the Statistical Package for Social Science (SPSS), data was descriptively analyzed and shown as tables, frequencies, and percentages. According to the study, 56.4% of respondents strongly agreed and 13.1% agreed that control systems have an impact on organizational performance, while 64.1% strongly disagreed that organizational culture reforms and organizational arrangements had no effect on performance. According to the study, local government authorities should start initiatives, control mechanisms, supportive policies, and changes as soon as possible. In a similar vein, it is equally critical to support employees' personal growth, provide them autonomy over their work, and give them permission to improve teamwork in order to perform better.Item type: Item , THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT ON BANK PERFORMANCE IN TANZANIA A CASE STUDY OF CRDB BANK AT ILALA DISTRICT IN DAR ES SALAAM(Tanzania Institute of Accountancy, 2024-11) NAMCHAMBE, Asma R.ABSTRACT This study was based on “The Influence of Customer Relationship Management on Bank Performance in Tanzania”. It explores how Customer Relationship Management (CRM) impacts the performance of CRDB Bank. It examined to examine the contribution of CRM in improving customer retention, service quality, and overall bank performance. The study focused on specific CRM strategies such as key customer focus, technology-based CRM, and their effects on bank performance in a highly competitive market environment. The research was guided by three specific objectives: (i) to examine the contribution of CRM on bank performance; (ii) to determine the influence of key customer focus on bank performance; and (iii) to assess the impact of technology-based CRM on bank performance. The research employed a case study design, focusing on CRDB Bank. The sample size comprised 85 respondents, including bank managers, customer service officers, and customers. Data were collected using questionnaires and analyzed using SPSS to ascertain descriptive statistics in order to evaluate the relationships between CRM strategies and bank performance. The major findings revealed that CRM significantly improves communication with customers supported by 47% who agrees that Customer Relationship Management improves effective communication when delivering service to customer, helps in resolving complaints effectively, and contributes to building long-term relationships with customers. The study concluded that CRM is crucial in enhancing bank performance by boosting customer loyalty and satisfaction. The study recommend in order to strengthen internal communication on CRM practices and providing more training to employees to maximize the use of CRM tools for customer engagement and service prioritization based on the financial status of the customers.Item type: Item , INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN FINANCIAL INSTITUTION: A CASE OF CRDB BANK TEMEKE BRANCH(Tanzania Institute of Accountancy, 2024-11) KANYAGHA ,C .PatrickABSTRACT This study explores the impact of service quality on customer satisfaction in financial institutions, focusing specifically on CRDB Bank's Temeke branch. It investigates the roles of disconfirmation of belief, expectations, and perceived performance in shaping customer satisfaction, with a particular interest in how these elements align with customer experiences. Through survey analysis, the study identifies key customer engagement trends, such as a high frequency of weekly visits to the bank, and notes a strong response rate of 85.7%, indicating the importance of consistent, high-quality in-person services for maintaining customer satisfaction Demographic data reveals a balanced gender distribution, with a slight majority of female respondents, and a predominantly older customer base. This composition suggests variations in satisfaction and service expectations by age and gender, as older customers may have distinct service expectations due to longer-standing relationships with the bank. Tailoring service strategies to these demographic distinctions is essential for meeting the unique needs of different customer groups, fostering satisfaction and enhancing loyalty The analysis of disconfirmation of belief shows a significant gap between customer expectations and perceived service quality, with many respondents reporting neutral or negative satisfaction levels. A positive correlation between disconfirmation of belief and expectation highlights that meeting or exceeding customer expectations can improve satisfaction. However, the negative correlation between disconfirmation of belief and perceived performance suggests that unmet service expectations can diminish customer satisfaction. These findings emphasize the need for CRDB Bank to bridge gaps in service delivery to meet customer expectations better, underscoring the broader importance for financial institutions to enhance service quality through customer engagement, tailored services, and employee training.Item type: Item , THE EFFECT OF MERGERS AND ACQUISITIONS IN ENHANCING WELFARE OF PUBLIC SERVANTS IN TANZANIA: A CASE OF TANZANIA PUBLIC SERVICE SOCIAL SECURITY FUND (PSSSF), DAR ES SALAAM(Tanzania Institute of Accountancy, 2024-11) MAKANI, Florence K.ABSTRACT The Public Service Social Security Fund (PSSSF) plays a vital role in providing welfare benefits to public servants in Tanzania. Following the mergers and acquisitions of various pension schemes, this study aims to explore public servants' perceptions of the changes in welfare benefits, assess the improvements or declines in service delivery and administrative efficiency, and identify factors influencing the effectiveness of the PSSSF post-merger. Using a mixed-methods approach, the research was involve surveys of public servants to gauge satisfaction with welfare benefits and services, and interviews with key informants, including PSSSF officials and government representatives, to provide a deeper understanding of the merger's impact. The study is expected to identify key drivers of customer engagement, including communication strategies, perceived value, government collaboration, and employee engagement, while examining how trust moderates these relationships. Ultimately, the findings aim to offer insights for enhancing PSSSF's effectiveness and improving public servants' experiences with the pension system.Item type: Item , FACTORS INFLUENCING THE EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES IN THE BANKING SECTOR: A CASE OF TANZANIA COMMERCIAL BANK (TCB)(Tanzania Institute of Accountancy, 2025-11) MONGI, Invocavity.ABSTRACT This study aimed to assess the factors influencing the effectiveness of digital marketing strategies in the banking sector, using Tanzania Commercial Bank (TCB) as a case study. Specifically, the study sought to: examine the influence of marketing knowledge on the effectiveness of digital marketing strategies, examine the influence of digital platform type on the effectiveness of digital marketing strategies, and examine the influence of financial resources on the effectiveness of digital marketing strategies in the banking sector. The study adopted a positivist research philosophy, employing a quantitative research approach to systematically collect and analyze numerical data. A descriptive research design was used to capture data at a specific point in time, sample size of 83 respondents selected through simple random sampling. Data were collected using structured questionnaires with a 5-point Likert scale and analyzed using both descriptive statistics and multiple linear regression analysis. The regression results revealed that marketing knowledge had no statistically significant effect on the effectiveness of digital marketing strategies. In contrast, digital platform type and financial resources showed significant positive influences, with financial resources having the strongest effect. These findings indicate that while knowledge of marketing alone may not drive digital marketing effectiveness, access to diverse digital platforms and adequate financial resources significantly enhance outcomes by improving reach, engagement, and campaign execution. The study concludes that investment in diverse digital platforms and sufficient financial resource allocation is critical for improving digital marketing effectiveness in the banking sector. It recommends that TCB focus on optimizing the use of multiple digital platforms and ensure consistent budgetary allocation to support digital marketing initiatives for sustainable competitive advantage.Item type: Item , THE EFFECT OF DIGITAL MARKETING ON CUSTOMER PURCHASING DECISIONS: A CASE OF THE FASHION INDUSTRY(Tanzania Institute of Accountancy, 2025-11) MWENDWA, Elizabeth.ABSTRACT Digital marketing has become a vital tool for expanding market reach and shaping customer purchasing behavior. This study investigated the impact of digital marketing on customer purchasing decisions in the fashion industry in Mwenge, Dar es Salaam, Tanzania. Specifically, it examined the perceived influence of mobile marketing on customer satisfaction, explored customer attitudes toward email marketing, and assessed the role of social media in shaping purchasing decisions. The study adopted a positivist philosophy and employed a descriptive, cross-sectional research design with a quantitative approach. Data were collected from 82 fashion customers using structured questionnaires. A probability sampling technique specifically simple random sampling via the lottery method was used to select respondents. Data analysis involved descriptive statistics (frequencies and percentages) and inferential analysis using multiple linear regression to examine relationships between dependent and independent variables. Findings revealed that mobile, email, and social iated for its cost-effectiveness, relationship-building potential, and information sharing. Social media fosters brand engagement through product promotion, audience interaction, content sharing, and transparency. The study concludes that these digital marketing channels are key drivers of customer behavior in the fashion industry. To strengthen digital marketing strategies, businesses are advised to invest in mobile tools for instant updates, design personalized and targeted email campaigns, and build trust through consistent and authentic social media engagement. Customers should be encouraged to interact actively with these platforms to enhance their shopping experience. For further research, future studies could explore the long-term effects of digital marketing on customer loyalty, compare digital marketing effectiveness across different industries.media marketing significantly influence customer purchasing decisions. Mobile marketing enhances real-time communication, website access, and personalized messaging. Email marketing is apprecItem type: Item , THE INFLUENCE OF DIRECT SELLING ON CUSTOMER SATISFACTION IN THE COSMETICS AND PERSONAL CARE INDUSTRY:A CASE STUDY OF SMALL-SCALE BUSINESS IN MWENGE, DAR ES SALAAM(Tanzania Institute of Accountancy, 2025-11) CHITANDA, EUNICEABSTRACT Direct selling has emerged as a strategic approach to foster relationships with current and potential customers by addressing their needs directly. This study examines the impact of direct selling on customer satisfaction within the cosmetics and personal care industry in Mwenge, Dar es Salaam, Tanzania. Specifically, it examines how direct selling representatives’ communication skills and product knowledge influence customer satisfaction, and identifies key challenges and barriers affecting this dynamic. Guided by a pragmatist philosophy, the study employed a cross-functional research design using a mixed-methods approach. Data were collected from 84 participants in a description of 14 sales representatives and 70 customers through structured questionnaires and semi-structured interviews. Quantitative data were analyzed using descriptive statistics and multiple linear regression to identify significant associations, while qualitative data underwent thematic analysis. Findings reveal that communication skills and product knowledge significantly enhance customer satisfaction. However, direct selling faces notable challenges including market saturation, low sales force motivation, negative public perceptions, cost allocation complexities, and ethical concerns. Regression analysis confirmed a statistically significant relationship (p ≤ 0.05) between the independent variables (communication skills, product knowledge, and challenges) and the dependent variable (customer satisfaction). The study concludes that customer satisfaction in the cosmetics and personal care industry in Mwenge is strongly influenced by the communication skills, product knowledge, and challenges and barriers. The study recommends that companies should invest in continuous training programs to strengthen representatives’ communication and product expertise, while also addressing structural and ethical challenges to improve public perception and operational efficiency. For future research, it is suggested to explore the long-term impact of digital direct selling platforms and the role of customer loyalty programs in enhancing satisfaction across broader geographic regions.Item type: Item , AN ASSESSMENT OF FACTORS AFFECTING THE TIMELY COMPLETION OF PROCUREMENT OF WORKS IN ROAD CONSTRUCTION PROJECTS: A CASE STUDY OF TANZANIA ROADS AGENCY (TANROADS) – DAR ES SALAAM(Tanzania Institute of Accountancy, 2024-11) Kuyi, MABSTRACT This study investigated on the factors contributing to delays in road construction projects managed by the Tanzania National Roads Agency (TANROADS), focused on procurement regulatory complexities, bureaucratic procedures, and resource availability. The study’s objectives were to assess the impact of procurement regulatory complexities on project timelines, evaluate the influence of bureaucratic procedures on project delays, and analyze how the availability of procurement resources affects the timely completion of road construction projects. The research employed a quantitative methodology, utilizing a closed-ended questionnaire to collect data from key stakeholders involved in road construction projects. The data were analyzed using ordinal logistic regression, allowing for the identification and quantification of factors that significantly influence project delays. Findings revealed that procurement regulatory complexities, bureaucratic inefficiencies, and resource inadequacies are major contributors to project setbacks, leading to significant time overruns. The study recommends simplifying regulatory frameworks, streamlining bureaucratic procedures, enhancing workforce development, and ensuring better financial planning and resource allocation to improve the efficiency of road construction projects in Tanzania.Item type: Item , INFLUENCE OF SERVICE QUALITY ON PERFORMANCE OF ISSUING BUSINESS LICENSE IN TANZANIA: A CASE OF TEMEKE MUNICIPAL COUNCIL.(Tanzania Institute of Accountancy, 2024-11) ASUKILE, Godfrey E.ABSTRACT The study assesses the influence of service quality on performance of issuing business license in Tanzania. The study used a descriptive research design and both qualitative and quantitative research approaches. The study used 50 respondents selected purposively and randomly. Questionnaire and interview were used to collect data with confidentiality and anonymity. Cronbach’s alpha was used to measure the reliability of data. The study used descriptive and regression analysis to analyze data with the help of Statistical package for social science (SPSS) and data were presented in frequencies and tables. The study revealed that the adjusted R2 value 0.343 of workers’ expertise of service quality and adjusted R2 value 0.387 of impediments in implementing services quality and adjusted R2 value 0.410 of customer satisfaction level of service quality affect positively performance of issuing business license. The study concluded that customer needs, critical resource availability and job experience of service quality generally have positive correlation on performance of issuing business license. The study recommends that Government and management should create policies in regards to customer needs, critical resource availability and job experience of a service quality on performance of issuing business license.Item type: Item , THE EFFECT OF SOCIAL MEDIA ON LOCAL GOVERNMENT PERFORMANCE: A CASE OF TEMEKE MUNICIPAL COUNCIL, DAR ES SALAAM REGION(Tanzania Institute of Accountancy, 2024-11) Mngazija, Ruth E.ABSTRACT This study investigated the effects of social media on local government performance, focusing on the Temeke Municipal Council in Dar es Salaam Region-Tanzania. The objectives of this study were to analyse the effects of social media on citizen engagement with local government, to examine the role of social media in promoting civic awareness and mobilising community action and to explore the challenges associated with integrating social media into local government operations. A mixed-methods approach was employed, using quantitative and qualitative data from 115 respondents, including municipal officials and community stakeholders. Quantitative data were gathered through structured questionnaires, which included Likert-scale items to assess perceptions regarding social media's impact on local government performance. Qualitative data were obtained through interviews with selected stakeholders to gain deeper insights into the implications of social media usage in local governance. The results indicate that social media significantly empowers citizens, enhances communication, and increases accountability. Descriptive statistics revealed that 74.8% of respondents agreed that social media facilitates citizen engagement, with a mean score of 4.4 (SD = 0.77). Additionally, the multiple regression analysis identified significant predictors of local government performance. The model demonstrated an R² of 0.67, indicating that 67% of the variance in local government performance could be explained by social media engagement, accountability, and civic awareness. Citizens voicing their opinions and increasing accountability to LGAs were among the findings of objective one, while the rise of civic awareness and creation of a network for civic collaboration were among the findings for objective two, privacy concerns hinder citizen engagement and security risks to local government authority were findings for objective three among others. The study recommends that Local governments develop comprehensive social media strategies that prioritise citizen engagement. The study also recommends that Local governments provide training and resources for staff to effectively manage social media interactions. This study also proposes future research could focus on the long-term impacts of social media on local government performance and citizen engagement, providing insights into how these dynamics evolve.Item type: Item , EFFECT OF CELEBRITY ENDORSEMENT ON SUCCESSFUL PRODUCT LAUNCH CAMPAIGN IN TANZANIA: CASE OF AIRTEL TELECOMMUNICATION COMPANY(Tanzania Institute of Accountancy, 2024-11) Emmanuel, Jeremiah.ABSTRACT This study investigates the impact of celebrity endorsement on the effectiveness of product launch campaigns in Tanzania, focusing on Airtel Telecommunication Company. The primary aimed to assess how brand awareness, consumer trust, and emotional connection influence successful product launches. A pragmatic research philosophy underpins the quantitative approach, employing a descriptive research design to collect data from a sample of 204 respondents, comprising Airtel employees and customers. Data were gathered through structured questionnaires and analyzed using tool Statistical Package for the Social Sciences (SPSS). The results indicated that there is a moderate emotional bond with Airtel's brand; however, this emotional attachment does not strongly correlate with the success of product launch campaigns. In contrast, it is consumer trust that significantly impacts the effectiveness of these campaigns and plays a vital role in shaping purchase intentions. Additionally, while brand awareness reflects a generally positive view of Airtel’s marketing initiatives, the findings also suggest that increased brand awareness does not automatically translate into successful outcomes. While each factor contributes to campaign success, prioritizing consumer trust and further cultivating emotional connections are vital strategies for enhancing product launch outcomes. Recommendations include the implementation of emotionally resonant advertising, transparent communication regarding product claims, and fostering ongoing engagement through interactive marketing. Future research should explore the effectiveness of varying celebrity endorsements across different demographic segments and investigate innovative engagement strategies in product launches. Overall, enhancing brand strategies that encompass these dimensions can significantly elevate Airtel's marketing effectiveness in Tanzania's competitive telecommunications sector.Item type: Item , THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION. A CASE OF THE TANZANIA RAILWAY CORPORATION STANDARD GAUGE RAILWAY(Tanzania Institute of Accountancy, 2024-11) Mariki, Cosmas W.ABSTRACT This study investigated the effect of the service quality dimension’s reliability, tangibility, empathy, responsiveness, and assurance on customer satisfaction with the Tanzania Railway Corporation’s (TRC) Standard Gauge Railway (SGR) services. Given the rising demand for reliable and high-quality public transportation, the research aimed to evaluate the contribution of each dimension to overall customer satisfaction. A quantitative research design was employed, utilizing structured questionnaires to collect data from TRC customers. The analysis involved descriptive statistics and multiple regression techniques to assess the relationship between service quality dimensions and customer satisfaction. Using a Likert scale, the study captured respondents’ perceptions of each dimension, enabling a detailed examination of customer experiences and satisfaction levels. The findings reveal that all five service quality dimensions significantly influence customer satisfaction, though their impact varies. Reliability emerged as a pivotal factor, underscoring the need for consistent and dependable service delivery. Tangibility also proved important, with clean and well-maintained facilities positively shaping customer perceptions. Empathy, reflected in attentive and understanding interactions with staff, enhanced the overall customer experience. Responsiveness, defined as the prompt handling of customer inquiries and complaints, was essential for maintaining satisfaction. Lastly, assurance, driven by skilled and courteous staff, fostered trust and confidence among passengers, further reinforcing satisfaction levels. In conclusion, the study highlights the importance of an integrated approach to service quality for enhancing customer satisfaction with TRC’s SGR services. Each dimension uniquely shapes the customer experience, emphasizing the need for TRC to address all areas of service quality comprehensively. The study recommends that TRC focus on maintaining consistent service schedules, improving the physical environment of its facilities, and implementing targeted customer service training to foster empathy. Enhancing responsiveness through adopting technology and reinforcing assurance by upholding high safety and service standards are also crucial. These measures will enable TRC to meet and exceed customer expectations, fostering trust, satisfaction, and long-term loyalty.Item type: Item , ASSESSMENT OF BUYER'S PERCEPTION TOWARDS ONLINE SHOPPING: EVIDENCE FROM THE SELECTED HIGHER LEARNING INSTITUTIONS IN TANZANIA(Tanzania Institute of Accountancy, 2023-11) LUKONGE, ASTERIAABSTRACT The general purpose of the study was to assess buyers perception towards online shopping among the higher learning institutions taking Tanzania Institute of Accountancy and University of Dar es Salaam as a case study, also the factors that influences the behavior of customers in purchasing online but more significantly how the customers vary in making decisions when buying different products which is necessary for the business to know how they can operate in a way that would make majority of the customers prefer the products and the overall purchasing services. The Specific Objectives were to examine awareness of students from Tanzania Higher LearningInstitutionin online shopping, to determine the adoption rate of online shopping by students of Tanzania Higher Learning Institutions, to identify factors influencing online shopping at Tanzania High learning Institutions and to determine the challenges for the adoption of online shopping and suggesting way forward. Research design used was cross sectional design as it involved a onetime interaction with the participants with a sample size of 250 respondents who were the students of the higher learning institutions that was TIA and UDSM. The study findings revealed that online shopping is becoming common in today’s life as majority of respondents confirmed to have adopted the online shopping. It was further revealed that customersbelieved that online shopping has become the best option thantraditional physical shopping. The challenge remains on infrastructure underdevelopment including digital gates, unreliable and expensive internet costs which limit fully fledged online shopping adoption in Tanzania. The study recommends optimization for mobile devices and improved digital infrastructures to accommodate the growing number of customers who shop on smartphones and tablets. There should be in place a user friendly website which ensuring online store has a clean and easy way to navigate website. It also recommends quality product image to make a customer make informed purchased decision, showing detailed product description to enhance customer understanding, transparentpricing, secure payment options, offer multiple secure payment methods to ensure financial security, social proof by using social media and influencers for a positive brand reputation.Item type: Item , THE CONTRIBUTION OF WAREHOUSE RECEIPT SYSTEM IN MARKET PERFORMANCE OF CASHEW NUT: A CASE STUDY OF MKURANGA DISTRICT COUNCIL(Tanzania Institute of Accountancy, 2022-06) MOHAMED, HThe general objective of the study was to assess the contribution of the warehouse receipt system to the market performance of cashew nuts at Mkuranga District Council, and its specific objectives were to assess how farmers’ loans in the warehouse receipt system affect the market performance of cashew nuts, assess the impact of the crop levy imposed on farmers in the warehouse receipt system on the market performance of cashew nuts, and investigate the loss of crops in the warehouse receipt system on the market performance of cashew nuts in Mkuranga District Council. The study was guided by Liquidity Preference Theory. In this study, a descriptive research design was used. The study adopted the purposive sampling technique to select the sample from farmers, financial institutions, and AMCOS leaders at Mkuranga District Council. Primary data was collected through questionnaires, while secondary data was gathered through interviews and documentary review as a supplement. The collected data was analyzed using qualitative techniques using descriptive statistics, represented by the use of frequencies, percentages, tables, and figures, and analyzed using the Statistical Package for Social Science version 26 and Microsoft Excel. The study revealed the following findings: the Cashew Nut Board of Tanzania was not willing to help the farmers reduce their loan interest rate; the crop levy imposed by the district council was unreasonable; and cashew nuts farmers were not involved by the government in crop levy setting. The study concluded that Mkuranga District Council should reduce the crop levy imposed so that it is realistic for agriculturists and attracts more farmers to engage in agricultural sectors as a backbone of Tanzania's economy. Finally, the study recommended that the management of Muranga District Council obtain the general view of the agriculturalists before introducing a crop levy to the farmers in order to charge a reasonable crop levy. This helped encourage more people to engage in agriculture activities.Item type: Item , THE ROLE OF CORPORATE IDENTITY IN BUILDING CORPORATE IMAGE: A CASE OF TANZANIA REVENUE AUTHORITY(Tanzania Institute of Accountancy, 2024-11) DAUD, IRENE, RThis study investigated the influence of corporate identity on the corporate image of the Tanzania Revenue Authority (TRA), focusing on three key dimensions: projected, perceived, and ideal corporate identity. The study employed a quantitative research approach, data were gathered from a randomly selected sample of TRA stakeholders. The analysis utilized multiple regressions to evaluate the effect of each identity dimension on TRA’s corporate image, providing nuanced insights into how each component shapes public perception. The findings for the first specific research objective, which assessed the role of projected corporate identity, indicate a positive effect on corporate image. TRA’s strategic communication efforts and visual branding contribute to a cohesive, trustworthy image, suggested that a consistently managed projected identity reinforces the organization’s image by aligning outward communications with its core values. Similarly, for the second objective, which examined the influence of perceived corporate identity, results show positive impact on corporate image. Stakeholders’ perceptions of TRA’s behavior and ethical standards play a crucial role in shaping its image, emphasizing the importance of aligning corporate conduct with stakeholder expectations to build public trust and reinforce credibility. The results for the third objective, focused on ideal corporate identity, reveal impact on corporate image. TRA’s aspirational identity—its vision of how it intends to be perceived by the public—proves central in shaping corporate reputation. In conclusion, the study demonstrates that projected, perceived, and ideal corporate identity dimensions each play a significant role in enhancing TRA’s corporate image. To strengthen its public reputation, it is recommended that TRA adopt a multi-faceted approach: maintain consistent messaging across all communication channels, actively engage stakeholders to manage perceptions, and align its aspirational identity with its internal values and ethical standards. Notably, the study’s limitations include its exclusive focus on TRA and reliance on a quantitative approach; future research could expand these findings by investigating corporate identity across various public sector organizations and employing qualitative methods to gain deeper insights into stakeholder perceptions.
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