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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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The effectiveness of Training Needs Assessment on Employee Training in Public Corporations: A Case Study of Tanzania Railway Corporation (TRC)
(Tanzania Institute of Accountancy, 2024-11) KILINYI, Nichoras F.
ABSTRACT This study investigates the effectiveness of Training Needs Assessment (TNA) on employee training programs at the Tanzania Railway Corporation (TRC) headquarter in Dar es Salaam. The research aimed to evaluate current TNA practices, assess the accuracy of TNA data collection, and explore the role of management in enhancing TNA effectiveness. A case study design with a qualitative approach was employed, involving interviews and document reviews with 50 participants from specific TRC departments. Thematic analysis was utilized to identify recurring themes and patterns within the data. This method facilitated a systematic examination of the qualitative data, uncovering significant insights into TNA effectiveness at TRC. The findings revealed that, while TNA is crucial for identifying training needs, inconsistencies in data sources and accuracy challenges in performance evaluations persist. Traditional TNA methodologies, though common, were found to be time-consuming, indicating a need for more streamlined digital tools and continuous monitoring systems. Additionally, limited employee engagement and logistical issues further hindered the TNA process. Based on these findings, the study recommends increasing employee involvement in the TNA process, improving data accuracy through advanced tools, and utilizing online training platforms to address logistical challenges. Policymakers are urged to allocate adequate budgets, promote continuous learning, and standardize TNA procedures. Future research should examine the long-term impact of TNA, compare methodologies across organizations, and explore emerging technologies' potential to enhance TNA processes. Implementing these recommendations could significantly improve TRC's TNA practices, leading to enhanced employee performance and overall organizational success. This study offers actionable insights for TRC and similar organizations, providing a roadmap for policymakers and researchers to refine and advance TNA processes. Keywords: Effectiveness, Training Needs Assessment (TNA), Employee Training, Public Corporations.
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 satisfaction
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 retention
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.
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.