Contemporary Practices of Information Technology in Marketing of Financial Services in Tanzania

Abstract

The aim of this study was to examine the impact of leadership on the use of Information Technology in marketing financial services, with a focus on NMB Plc in the Tabora region, Tanzania. Guided by transformative leadership theory, the study involved a sample size of 180 respondents, including employees and management staff. Using regression and descriptive analysis techniques, the findings revealed that while the organizational culture at NMB Plc largely supports IT adoption in marketing, areas such as communication, training, and leadership support require improvement. The study concluded that leadership plays a crucial role in fostering innovation and encouraging the adoption of IT tools in marketing, though challenges like rigid policies, limited training, and high maintenance costs hinder optimal IT use. It is recommended that NMB Plc strengthen leadership support, enhance training programs, improve communication practices, and adjust policies to better integrate IT into marketing strategies.