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The TIA’s Repository is intended to collect, preserve and disseminate electronic copies of research and scholarly works created at TIA. The Repository will serve as a gateway to disseminate similar learning resources created elsewhere. Publications stored in the Repository include conference papers, journal articles, theses and dissertations, working papers and research reports. TIA staff are requested to contribute their research outputs to the Institute repository. Kindly, contact the repository administrator/s for any enquiries at: library@tia.ac.tz. To deposit your publication (s) in TIA repository, make sure you create an account by registering in the repository or by supplying your email address to library@tia.ac.tz for the same.

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Recent Submissions

THE ROLE OF DIGITAL MARKETING IN CUSTOMERS RETENTION IN BEVERAGE INDUSTRY IN TANZANIA A CASE OF PEPSI AND COCACOLA TANZANIA
(Tanzania Institute of Accountancy, 2025-11) HOBELA, B. N.
ABSTRACT This study explores the role of digital marketing in fostering customer retention within Tanzania’s beverage industry, with a specific focus on Pepsi and Coca-Cola. The specific objectives include evaluating the effectiveness of the digital marketing strategies employed by Pepsi and Coca-Cola, analyzing customer loyalty and retention outcomes from these strategies, and examining consumer preferences and behaviors regarding digital marketing in the beverage sector. A descriptive research design was adopted, utilizing questionnaires, interviews, and documentary reviews to gather data from 150 respondents in Dar es Salaam. Both quantitative and qualitative methods were employed to provide an in-depth analysis of digital marketing's impact on customer retention. The findings revealed that interactive content, personalized advertising, and engaging social media campaigns are particularly effective in enhancing customer loyalty and retention. Respondents indicated a strong preference for digital content featuring promotions, discounts, and brand storytelling, highlighting the importance of visuals and personalization in driving engagement. Moreover, consumer feedback through digital channels, especially social media, played a pivotal role in shaping Pepsi and Coca-Cola’s marketing approaches. Digital promotions, such as online contests and giveaways, were identified as significant contributors to maintaining customer interest and loyalty. In conclusion, digital marketing has proven to be a valuable tool in strengthening customer loyalty and retention for Pepsi and Coca-Cola in Tanzania. Strategies involving interactive, personalized, and promotional digital content are critical for creating meaningful customer connections. The study recommends that these companies continue focusing on these approaches while expanding their presence on social media platforms to further enhance customer engagement. For future research, it is suggested on focusing on the contribution of various digital content types to sustained loyalty. Additionally, studies should delve into the impact of emerging digital trends, such as influencer marketing and mobile applications, on consumer behavior and retention strategies in Tanzania.
THE CONTRIBUTION OF INVENTORY MANAGEMENT SYSTEM ON PHARMACEUTICAL WAREHOUSE PERFORMANCE: A CASE OF MEDICAL STORE DEPARTMENT (MSD) IN TANZANIA.
(Tanzania Institute of Accountancy, 2025-11) MMARI, P.P.
ABSTRACT The study focused on evaluating the impact of the various inventory systems and inventory risk management on the performance of the Medical Stores Department (MSD) warehouses in Tanzania. Also, under the guidance of Contingency Theory and the Economic Order Quantity (EOQ) theory, the study sought to benchmark the systems in improving the efficiencies of the public pharmaceutical supply chains. For this study, the quantitative research design was the most appropriate design, and the data was collected from the 80 warehouse employees through structured questionnaires, for which a multistage sampling technique that incorporated stratified and simple random sampling was applied. The multiple regression analysis demonstrated that the three factors together accounted for 79.4% of the variance in the performance of the warehouse (R² = 0.794, F = 97.819, p < .001). Each of the three factors: inventory control systems (β = 0.262, p = .010), inventory information systems (β = 0.383, p = .001) and inventory risk management (β = 0.287, p = .001), had statistically significant and positive predictive influence on the performance of the warehouse. As such, this study demonstrated that MSD operational performance is largely influenced by effective stock control systems, and risk management systems and integrated information systems. The results indicate that using EOQ principles minimizes overstocking and reduces stock shortages, while electronic eLMIS systems enhance visibility and accuracy of stock levels. However, limited integration of systems and infrequent training of personnel are still significant. It was also found that managing risks was important to ensure continuity of supplies and protect temperature-sensitive medicines. The study aligns EOQ and Contingency Theory as means to improve efficiency. It is hereby recommended that MSD deepens the EOQ approach by incorporating demand forecasting, integrating eLMIS to procurement and distribution systems, and reinforcing planned risk management approaches with cold chain monitoring, training, and regular staff refresher training. These will promote predictability of medicine availability and enhance stock management across all MSD facilities in Tanzania.
THE EFFECT OF CLOUD PROCUREMENT ON PROCUREMENT PERFORMANCE: A CASE OF VOCATIONAL EDUCATION AND TRAINING AUTHORITY WESTERN ZONE
(Tanzania Institute of Accountancy, 2025-11) TEMBA, V. I.
ABSTRACT The study examined how cloud procurement impacts procurement performance, evaluating the Western Zone of the Vocational Education and Training Authority (VETA). Cloud procurement tools include the e-advertisement, e-tendering, and e-sourcing, which have been internationally recognized for promoting efficiency, accountability, and transparency in public procurement. Despite this platform's potential benefits, Tanzania has been slow in adopting it given its challenges such as limited ICT infrastructure, inadequate capacitation of staff, and financial challenges. Based on the Innovation Diffusion Theory (IDT), the study adopted a quantitative research design using structured questionnaires for collecting data from 60 respondents in principal procurement-related departments. The data were thereafter analyzed through descriptive statistics, correlation, and multiple regression analysis using SPSS version 25. The results show that e-advertisement, e-tendering, and e-sourcing have each massively contributed to procurement performance; with e-advertisement having the graver implication on it. Together, these best practices have improved cost savings, time, service delivery, and responsiveness in procurement. The study thus concludes that cloud procurement remains a significant supporter for improved VETA Western Zone procurement performance, but is reduced in effectiveness by technical, organizational, and financial hindrances. The study recommends the improvement of ICT infrastructure, capacity for procurement staff, and finance sustainability to allow long-time adoption of cloud systems. The results availed insights useful for policymakers and public institutions in the quest to modernize procurement processes to achieve efficiency, transparency, and value for money.
THE EFFECTS OF PROJECT MANAGEMENT PRACTICES ON THE PERFORMANCE OF ROAD CONSTRUCTION PROJECTS IN TANZANIA: A CASE OF DAR ES SALAAM BUS RAPID TRANSIT (BRT) ROAD EXPANSION
(Tanzania Institute of Accountancy, 2025-11) EMMANUEL, A. A.
ABSTRACT This study investigates how project management practices influence the performance of road construction projects in Tanzania, with a particular focus on the Dar es Salaam Bus Rapid Transit (BRT) road expansion. Road infrastructure development plays a critical role in Tanzania's economic growth; however, many projects face challenges such as delays, cost overruns, and compromised quality. The study employed a mixed-methods approach, combining quantitative data collected through structured questionnaires from 109 participants and qualitative insights obtained via semi-structured interviews with key informants, including project managers, engineers, and officials from TANROADS, DART, and construction firms. Purposive and stratified random sampling techniques ensured representation across relevant stakeholder groups. The findings revealed that comprehensive project planning, including the use of tools such as Gantt charts and Critical Path Method (CPM), significantly enhances project coordination, reduces uncertainties, and minimizes delays. Risk management practices, particularly proactive risk identification and mitigation, were found to prevent cost overruns and schedule slippages, contributing positively to project outcomes. Effective stakeholder engagement, encompassing consultation, feedback integration, and community involvement, improved project acceptance, quality, and sustainability. Moreover, strategic resource allocation, including the timely provision of financial, human, and material resources, was critical for maintaining project continuity and achieving project goals. Based on these findings, the study recommends that road construction projects in Tanzania should institutionalize comprehensive project planning tools, strengthen proactive risk management frameworks, enhance structured stakeholder engagement mechanisms, and ensure timely and adequate allocation of resources to improve overall project performance. These recommendations provide practical guidance for policymakers, project managers, and implementing agencies seeking to enhance the efficiency and effectiveness of large-scale road infrastructure projects in Tanzania.
THE EFFECT OF CUSTOMER CARE SERVICES ON SALES PERFORMANCE A CASE STUDY OF NBC BANK BRANCH IN TEMEKE MUNICIPAL, DAR ES SALAAM.
(Tanzania Institute of Accountancy, 2025-11) MWIGUNE, N. J.
ABSTRACT Customer care services have emerged as a strategic lever for enhancing organizational performance and competitive advantage within Tanzania’s evolving banking sector. This study examined the influence of three core dimensions of customer care employee responsiveness, service reliability, and complaint handling on key performance outcomes at NBC Bank’s Temeke Branch in Dar es Salaam. Specifically, the research focused on how these service quality factors affect sales performance, product uptake, and customer retention. A descriptive cross-sectional research design was employed, and data were collected through structured questionnaires from a sample of 80 respondents, including NBC customers and frontline staff. Data analysis was conducted using SPSS version 25, incorporating both descriptive and inferential statistics, including multiple regression analysis. The results of hypothesis testing revealed that all three customer care dimensions significantly influence organizational performance. Service reliability emerged as the strongest predictor (β = 0.46, p = 0.000), confirming that consistent service delivery, operational dependability, and trust-building mechanisms are critical for product adoption and customer confidence. Employee responsiveness (β = 0.41, p = 0.001) also showed a strong positive effect, indicating that prompt, professional, and proactive service interactions enhance customer engagement and sales conversion. Complaint handling (β = 0.39, p = 0.002) demonstrated a significant impact on customer retention, though its influence on up-selling was comparatively moderate, highlighting opportunities to reposition complaint resolution as a strategic growth function.These findings underscore the importance of integrated customer care strategies in driving organizational performance, customer loyalty, and revenue growth in Tanzania’s competitive banking environment. The study concludes that customer care excellence-anchored in responsiveness, reliability, and recovery should be embedded into NBC Bank’s operational and strategic frameworks to sustain long-term performance. Future research should explore the role of digital service channels, segment-specific service expectations, and longitudinal impacts of customer care on lifetime value to support continuous innovation and strategic advancement in the financial services industry