THE IMPACT OF BRANDING ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN TANZANIA

Abstract

ABSTRACT The purpose of this study was to investigate the impact of employees' motivation on the organization performance, a case study of Vodacom Tanzania Limited. Specifically, the study intended, to identify whether recognition and empowerment of employees' motivates and increase organization performance, to determine whether employees' salary and other benefits motivates employees' and increase organization performance and to find out whether working environment motivates employees' and increase organization performance. Very little is known on matters concerning the impact of motivation of employees' and performance of the organization especially in private telecommunication sector in Tanzania as compared to the public telecommunication sector. Therefore, this study was conducted to fill this gap. This study adopted a case study research design, utilizing a mixed research approach with a total sample of 73 respondents from Vodacom Tanzania Limited (VTL). Data were collected through semi structured interviews and questionnaires as tools for data collection; the Quantitative data were analyzed using descriptive statistics in the statistical package for Social Science (SPSS) version 25.0 and the results were presented in tables of frequencies and percentages while Qualitative data was analyzed by interpreting respondents responses. The study findings indicate that majority of employees' are not recognized, appreciated and empowered by the organization, this has resulted in decrease employees' morale resulting to underperforming their duties and poor performance of the organization. Furthermore the study found that insufficient salary and other benefits packages offered by VTL do not motivate employees'. In addition, the VTL working environment was poor to the lower earners (bottom management) and was satisfying to the higher earners (top management). It concluded that; recognition, appreciation and promotion of employees', high wages with other motivational packages benefits, and good work environment have positive impact on motivating employees' and result to high performance. Lack of recognition, low salaries, poor working environment and lack of fringe benefits demotivate and affect the performance of employees'. The study recommended that the management should make efforts to improve salary scales, working conditions; job security, job dissatisfaction and poor supervision to certain standard that will make employees feel appreciated and recognized and also employees' from the organization should be given the chance to express their ideas to the affairs of the organization as this will boost their morale and consequently lead to higher performance.