Exploring on Effectiveness of Market Communication as a Tool to Improve Public Organization Performance

Kayega, Fred U. (2013) Exploring on Effectiveness of Market Communication as a Tool to Improve Public Organization Performance. Masters thesis, The Open University of Tanzania.

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Abstract

Across the globe most of Public utilities have been underperforming and as a result doesn’t meet stakeholder’s expectation. In Tanzanian, TANESCO is among public utilities companies monopolized the electricity supply market within the country. The company is responsible for Generation, Transmission and distribution of electricity, under an environment where demand of quality power and quality service is very high. To ensure services are improved TANESCO made a decision of establishing a Market Department and assigned a responsibility of introducing various tools, including market communication. This study was carried out to establish the effectiveness of marketing communication within TANESCO on improving electricity related service delivery. The performance indicators were selected and linked with the tools to determine the performance. A Sample size was also determined from both within (employees) and outside the company for establishing questionnaires and interviews used to collect data and analyze the obtained information. Within the company, especially those working directly within the marketing department are so optimistic about the positive results of the tools; success has already been realized via increment on monthly collection. On the contrary, outside the company the customers’ feel that not much impact has been made and therefore feel that the company must do more. These mixed feelings create demand for the company to evaluate the implementation of the tool and do some adjustments to ensure that the intended goal is met.

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