Browsing by Author "Kessy, Severine S."
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Item Digital platforms and effectiveness of marketing communication in the telecom industry in tanzania: Evidence from Vodacom company(University of Dar es Salaam Business School, 2019) Mbura, Omari K.; Kessy, Severine S.Internet marketing uses a powerful tool called social media, which provides new opportunities for users to engage in social networking through the Internet. This paper examines the role of digital platforms on the effectiveness of marketing communication in Telecommunication Industry in Tanzania. It specifically ascertains the extent to which peoples’ awareness; attitude and skills towards digital platforms influence the effectiveness of marketing communication. The study was conducted in the Tanzania largest city of Dar es Salaam using Vodacom as a study ground. Self-administered questionnaires were distributed to 390 respondents and response rate was (365)93.6%). Data were quantitatively analyzed using multiple regression analysis. The findings of the study revealed that, all the three independent variables were found to have positive influence on the effectiveness of marketing communication with coefficient of less than 1 %. Nevertheless, only two variables namely the users’ attitude and skills were strong predictors of effectiveness of marketing communication. The level of customers’ awareness on digital platforms had positive but insignificant influence on the effectiveness of marketing communication. From these findings it is recommended that, the organization’s management has to take the best side in capitalizing on peoples’ skills and attitude, as failure to do so may lead to failure in realizing the desired outcome of marketing efforts hence incur irrecoverable monetary cost to the organization.Item Predicting Public Servants’ Organizational Citizenship Behavior through Work-Life Balance Initiatives: Evidence from Medics in Tanzania’s Government Hospitals(University of dar es Salaam, 2022) Mella, Castissima; Sanga, John J.; Kessy, Severine S.Abstract Despite gaining substantial recognition and being highly advocated for adoption, the concepts of work-life balance and organizational citizenship behavior are still underresearched in public service, especially in developing countries. This study examines the influence of work-life balance on dimensions of organizational citizenship behavior among medical staff members in Tanzania. A cross-sectional survey was employed to collect data from 335 stratified randomly selected medics working in hospitals operating under Local Government Authorities. The Covariance-Based Structural Equation Modelling technique was used in data analysis with the help of Amos software version 21. Results show that work-life balance initiatives have a positive and significant influence on organizational citizenship behavior. The study findings provide evidence of the applicability of the link between work-life balance and organizational citizenship behavior, as postulated in Social Exchange Theory, in the under-researched public service. The study implication for different stakeholders is presented at the end of the paper.Item Top Management Characteristics and Firms’ Performance in Tanzania: A Case of Selected Firms(University of Dar es Salaam Business School, 2015) Philemon, John R.; Kessy, Severine S.This study examined the influence of top management teams of financial institutions, tourism enterprises and manufacturing firms on these firms’ performance. Informed by Hambrick’s Upper Echelons Theory, various studies have examined the relationship between top managers and organisational performance and the findings have been only been contentious but also offered contradictory conclusions. A total of 363 managers from the three sectors of the economy were surveyed in Dar es Salaam, Arusha, Mwanza, and Kilimanjaro using a structured questionnaire. Descriptive statistics (Frequencies, Percentages, Means, and Standard Deviations) and inferential statistics (Structural Equation Modelling) were employed to establish the existing relationships between demographics and entrepreneurial orientations of managers and the firms’ performance. The findings show that management demographic characteristics and entrepreneurship orientations bear a significant influence on the firms’ performance. It is, therefore, recommended from these findings that a mix of the top management should take into account age limit, experience and a desirable socio-economic background.