The role of marketing strategy on the performance of the service oriented firm: the case study of Tanzania Zambia Railway Authority (Tazara) operations

The main objective of this research is to examine the role of marketing strategy on the performance of the service oriented firm. Some problems being experienced by some service oriented firms are due to lack of funding, reduced maintenance, reduction in traffic volumes and continuous growing financial deficit. The research methodology employed was descriptive study which uses both qualitative and quantitative approach and was based on a cross sectional study, where a survey was conducted in selected areas or regions. Respondents provided information to the research study to which four hypotheses were tested. First, to be tested was the examination of the role of marketing strategy and services marketing whether it had stronger influence on performance of service oriented firms. Secondly, it tested the extent to which high price was perceived to influence railway utilization and performance. Thirdly, it tested whether location had significant influence on the performance of the transport service firm. Fourthly, it tested whether high promotion advertisement cost had an influence on the performance of the service firm. This research developed theoretical framework that examined the role and factors that influence marketing strategies in global markets with emphasis on transportation service sector. Eventually it used business models, generic strategic models, pricing models and gaps models to develop the hypotheses. In pursuit to determine the role of effective marketing SERVQUAL model was applied in view of the five dimensions of quality service. Volatile political environments, high degrees of ownership in affiliates and global competitors’ standardized marketing strategies encourage firms to tailor physical attributes. Customer relationship management, value chain and service marketing are used in collaboration with the role of marketing strategy.