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Archives of Business Research – Vol. 10, No. 11
Publication Date: November 25, 2022
DOI:10.14738/abr.1011.13435. Oreku G. S. (2022). Exploring Consumers Satisfaction and General Public Image to the Tanzania Bureau of Standard (TBS): Expert
Survey. Archives of Business Research, 10(11). 129-165.
Services for Science and Education – United Kingdom
Exploring Consumers Satisfaction and General Public Image to
the Tanzania Bureau of Standard (TBS): Expert Survey
George S. Oreku
The Open University of Tanzania (OUT)
ABSTRACT
We investigated the level of consumers satisfaction to TBS service through the lens
of research by undertaking survey on 9 pre-selected regions in Tanzania . The
theoretical insights on comparing the overall service delivery with other rival
organizations while identify area of focus to improve on TBS service delivery were
identified. Mixed perception was observed among consumers which have led to
negativity among the public and potential SMEs, as they view any interactions with
the organization (TBS) as potential threat to their livelihood even though overall
perception was satisfying. Further, the customers were made aware in
understanding what TBS is all about in supporting and promoting their products to
reach higher markets and international markets as standard goods. We compared
the public opinions with our investigation approach using our tools of where
contented consumers unintentionally participated and ultimately suggested and
proposed ideal way forward.
INTRODUCTION
Tanzania Bureau of Standards (TBS) was established under the Ministry of Industry and Trade
by an Act of Parliament, the Standards Act No.3 of 1975 as the National Standards Institute and
became operational in April 1976. It was subsequently renamed Tanzania Bureau of Standards
through an amendment to the Act No.1 of 1977. The Standards Act No.3 was later repealed and
replaced by the Standards Act No.2 of 2009, which gave the Bureau more powers in carrying
out its mandate.
The Bureau was established as part of government’s efforts to strengthen the supporting
institutional infrastructure for the industry and commerce sectors of the economy.
In particular, TBS is mandated to undertake measures for quality control of products of all
descriptions and to promote standardization in industry and commerce (details of the roles of
the Bureau can be found on TBS website. (https://www.tbs.go.tz/ 2022)
As the requirement of ISO 9001:2008 compliance TBS is supposed to conduct a yearly customer
satisfaction survey. The current customer satisfaction survey conducted aimed at examining
the satisfaction level on TBS’s internal and external customers as well as the general public. It
focused on addressing the factors that contribute or hinder effective and efficient customer
service delivery. The survey also highlighted the priority areas that needed to be addressed in
order to make the Bureau more customers centric.
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Archives of Business Research (ABR) Vol. 10, Issue 11, November-2022
Services for Science and Education – United Kingdom
Customer satisfaction surveys are used to gauge how a company or institution is perceived by
the patrons they serve. Customer satisfaction plays an important role within a business. Not
only is it the leading indicator to measure customer loyalty, identify unhappy customers, reduce
churn and increase revenue; it is also a key point of differentiation that helps to attract new
customers in competitive business environments. Organizing such surveys is the first step in
assessing customer reaction to products or services. This will help the company or institution
to follow through and make necessary improvements to ensure future growth and success.
Customer satisfaction influences customer loyalty, which in turn affects profitability (Fornier,
1994; Gummesson, 1993; Rust, Zahorik, & Keiningham, 1995; Schneider & Bowen, 2010). The
relationship between customer satisfaction to profitability and retention has been statistically
proven for hospitals (Nelson, Rust, Zahorik, & Rose, 1992) and retail banking (Rust & Zahorik,
1991) customers. Furthermore research has proved that customer satisfaction is the result of
a customer’s perception of the value received in a transaction or relationship – where value
equals perceived service quality relative to price and customer acquisition costs (Blanchard &
Galloway, 1994) relative to the value expected from transactions or relationships with
competing vendors (Zeithaml, Parasuraman, & Berry, 1990). Loyalty behaviours, including
relationship continuance, increased scale or scope of relationship, and recommendation (word
of mouth advertising) result from customers’ beliefs that the quantity of value received from
one supplier is greater than that available from other suppliers. Loyalty, creates increased
profit through enhanced revenues, reduced costs to acquire customers, lower customer-price
sensitivity, and decreased costs to serve customers familiar with a firm’s service delivery
system (Reichheld & Sasser, 1990).
METHODOLOGY
The study involved the collection of information from TBS external customers; TBS employees
and the general public. The research approach involved mainly administration of
questionnaires, face to face interviews using pre-designed checklist and focus group
discussions. TBS external customers included exporters and importers of goods, industries and
SMEs. TBS employees were taken as internal customers. The general public was interviewed in
a view to assess the image of the bureau to the public.
The sample size was therefore 462 general public, 98 TBS external customers and 97 TBS
employees. Focus group discussions involved 6-10 people selected by bias to cover importers,
processors and retailers. Data gathered from the survey using questionnaires, interviews, focus
groups discussions were analysed including analysis of variance (ANOVA) among the selected
regions/zones and parameters used to test customer satisfaction. Also descriptive analysis was
widely used to summarize data and make inference on the parameters of the study.
Results are presented in both tabular and graphical forms.
Based on the objectives of the survey, this section provides a summary of the methodologies
that were applied in undertaking the assignment in pre-selected 9 regions namely; Dar es
Salaam (Kinondoni and Ilala districts), Mwanza (Ilemela and Nyamagana districts), Tabora
(Nzega and Tabora urban districts), Mara (Musoma urban and Tarime districts), Morogoro
(Kilosa and Morogoro urban districts), Tanga (Mkinga and Tanga urban districts), Arusha
(Arusha urban and Longido districts), Mbeya (Mbeya urban and Rungwe districts) and Iringa