Egwaga, Nungu Nyambabi2019-12-102020-01-082019-12-102020-01-082015Egwaga, N.N. (2015) The role of marketing orientation in Tanzania government executive agency performance a case study of drilling and dam construction agency (DDCA), Master dissertation, University of Dar es Salaam, Dar es Salaamhttp://localhost:8080/xmlui/handle/123456789/5701Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.13.E358)This study is aimed at determining the role of marketing orientation in the Tanzania government executive agencies performance using Drilling and Dam Construction Agency (DDCA) as a case study. More specifically, the study examined the extent to which service quality, price, promotion and service attributes by DDCA influence agency performance. Data were analysed both quantitatively and qualitatively. The quantitative analysis involved the use of descriptive type based on positivist‟s paradigm which relied mainly on statistical estimation to arrive at conclusions and Kolmogorov Smirnov was used to describe the data. Qualitative analysis was used to gather insightful information of the study area from key informants. The study used SPSS to analyse quantitative data. Findings indicate that in Tanzania government executive agencies, particularly DDCA, the issue of quality of services provided by the agency, price of services charged, promotion of services provided and service attributes will always influence performance. The study recommends that management of executive agencies should consider establishment of strong marketing department within their organisations. Government executive agencies should employ qualified and adequate marketing staff who can provide adequate support to their organisations and participate actively in marketing activities.enMarketingManagementAdministrative AgencyDrilling and Dam Construction AgencyTanzaniaThesis