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Factors Influencing Promotion Strategies towards Service Delivery among Independent Agencies in Tanzania: The Case of Dares Salaam Water Sanitation Authority (DAWASA)

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  • Joseph Renson M konyi

    (Department of Finance and Accounting, St. Augustine University of Tanzania (SAUT))

  • Dr. Silverius Cosmas Komba

    (Department of Finance and Accounting, St. Augustine University of Tanzania (SAUT))

Abstract

The study examined the factors influencing promotion strategies towards service delivery among public independent agencies in Tanzania. It was conducted using explanatory design since three predicting variables were identified and tested on service delivery as the dependent variable. The study was mainly conducted to examine the extent to which customer awareness influenced service delivery in DAWASA, but also to examine the extent to which business branding influenced service delivery in DAWASA. The predicting variables included customer awareness, customer increase and business branding. The survey was carried out at the Dar es Salaam Water and Sanitation Authority (DAWASA) as the selected inquiry case where primary data were collected through structured questionnaires as the instrument for data collection from a sample of 50 respondents. The information obtained was grouped in the Statistical Package for Social Science (SPSS) data sheet to generate relevant statistical measurements for presentation of results. Descriptive statistics were generated to provide description of the profile of the respondents; while the relationship between study variables was described by using correlation and multiple regression. The findings showed that two predicting variables out of three tested to the dependent variable; namely, customer increase and business branding are positive with significant outcome statistically with p 0.05. The implication of the results is that service delivery through sales promotion strategies in Tanzania public independent agencies is influenced by customer increase and business branding. The study recommends the government to incorporate private actors in some sectors dominated by public independent agencies.

Suggested Citation

  • Joseph Renson M konyi & Dr. Silverius Cosmas Komba, 2023. "Factors Influencing Promotion Strategies towards Service Delivery among Independent Agencies in Tanzania: The Case of Dares Salaam Water Sanitation Authority (DAWASA)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(11), pages 337-351, December.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:11:p:337-351
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    References listed on IDEAS

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    1. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    2. Ricard Giné & Agustí Pérez‐Foguet, 2008. "Sustainability assessment of national rural water supply program in Tanzania," Natural Resources Forum, Blackwell Publishing, vol. 32(4), pages 327-342, November.
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