Impact of Adopted Marketing Strategies on Performance of Air Tanzania Company Limited.

Moshi, Elia L. (2024) Impact of Adopted Marketing Strategies on Performance of Air Tanzania Company Limited. Masters thesis, The Open University of Tanzania.

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Abstract

The study assessed the impact of adopted marketing strategies on airline performance in Tanzania. The study consisted of three predicting variables tested towards airline performance as the dependent variable. The predicting variables include strategic marketing campaigns, digital transformation efforts and health and safety measures. Explanatory design was employed in facilitating knowledge generation process since was facilitated by causal relationship testing. Primary data were used in facilitating knowledge generation by means of structured questionnaire that facts were gathered from Air Tanzania specifically from the employees through sample of 83 respondents. The collected results were computed in SPSS software version 23 to obtain statistics to present the results. Therefore, correlation and multiple regression analysis were used to describe the relationship between study variables. Findings revealed that among the three tested predictors to the dependent variable; all of them namely strategic marketing campaigns, digital transformation efforts and health and safety measures are positive with significant effect statistically towards airline performance as the dependent variable (p<0.05). The implication of the results is that airline performance in Tanzania through adopted marketing strategies is influenced with strategic marketing campaigns, digital transformation efforts and health and safety measures. Keywords: Marketing strategies, organizational performance.

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