The Role Of Employees’ Motivation as an Active Impetus for Service Quality Enhancement in Tourism Industry; A Case Study of Dar es Salaam Tanzania.

Ipyana, Londaga Ambakisye (2024) The Role Of Employees’ Motivation as an Active Impetus for Service Quality Enhancement in Tourism Industry; A Case Study of Dar es Salaam Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The tourism industry is vital in Tanzania contributing to employment opportunities. Currently, the industry faces challenges in delivering service quality to customers. In contributing to these efforts, this study was carried out to examine „The Role of employee motivation as an Active Impetus for Service Quality Enhancement in the Tourism Industry‟. A cross-sectional mixed survey design was used in which questionnaires and interviews were the main data collection tools. Respondents were randomly and purposively picked. Questionnaires and interview guide were the tools used to obtain 106 respondents. Descriptive and simple linear regression analysis was used to analyze quantitative data while qualitative data was analyzed and presented as quotes.The findings show that employers in the industry do not motivate employees extrinsically rather they use more intrinsic factors to motivate employees to deliver quality services. Simple regression analysis shows a negative relationship between extrinsic factors and service quality while a positive relationship was seen between intrinsic factors and service quality. Partial Least Squares software was used to examine the mediating effect of employee performance and results showed a negative mediating effect in the relationship between motivation and service quality. The study provides insights to tourism stakeholders on how to enhance service delivery through motivation. The study recommends that both extrinsic and intrinsic factors have to be executed in the industry to motivate employees to deliver quality services. Keywords: Employees Motivation, Employees Performance, Tourism Industry, Service Quality, Quality Enhancement.

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