Contabilidade e Marketing

Cooperatives entities have a great contribution in socioeconomic development of nations, whether developing and developed countries. The National vision 2050 cooperatives are expected to contribute immensely. At regional level, cooperatives have been included in strategies to achieve Africa Agenda 2063. Internationally, cooperatives are among strategies to achieve the global agenda 2023 through the Sustainable Development Goals (SDGs- 2030)(MINICOM, 2018).

Cooperatives activities contributed directly to achievement of some SDGs such as SDG 1: end poverty in all its forms everywhere especially help in enhancing resilience and production capacity, and better distribution of income among citizens. SDG-2: End hunger, achieve food security and improve nutrition and promote sustainable agriculture where 48% of registered cooperatives are distributed in the agricultural activities which are farming, livestock and fishing activities. They also contribute to SDG-5: Achieve gender equality and empower all women and girls. In this line cooperative entities are promoting members economic participation and provide basic framework for the economic and social empowerment of women and girls. SDG-8: Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all. In this perspective cooperatives are considered as primary production entities which are to procure economic production in terms of diversification, processing, technological upgrading and innovation. This is job creation and value chains enhancement, then contribute to economic growth of respective nations.SDG-12: Ensure sustainable consumption and production patterns where cooperatives contribute to production activities such as agriculture activities (MINICOM, 2018).

In today’s fierce competition media landscape where it’s very challenging to shape consumers attitude and intentions and move them to next level of buying process, advertisers find it even more difficult and challenging to break through the clutter of competing advertisement. The advertising industry has experienced dynamic changes over the last several decades. The changes have been good in terms of Technology advancement, Medium and more methods to attract consumers and on Creativity. This study represents how creativity impacted advertising, also understanding the value of creativity in advertising through the review of various literatures. The importance of creativity factor in advertising has got wide recognition by many researchers, practitioner, but there is a miss of true & systematic research to define advertising creativity and how it relates to ad effectiveness. The review study discusses some campaigns that have left their strong impression on consumers. The presented review study tries to come up with some evidence of creativity by reviewing expert views, past literature in advertising, studied advertising campaign and marketing activities. The study discusses different forum on how creativity works, and what makes an ad to travel good or poorly. It summarized the value of creativity in advertising through Expert interviews, published material and related secondary data to understand the logic.

Various factors are influencing the selection and buying decisions of consumers. Need recognition, promotional offers, and store physical facilities are some of the essential factors. The consumers preference is purely based on the taste and preference. This type of behaviour is called selective attention. In this study, Convenient sampling (Non-Random sampling) method was adopted. Six hundred and five consumers were chosen. The findings of the study are consumer behaviour, which includes customers demand, assessment, liking, deed, consumption information, happiness, and so on is being experimented by the researchers various factors are influencing the selection and buying decisions of consumers.

The study sought to assess the impact of customer care delivery on customer satisfaction in retail banks. The specific objectives of this study are to examine 1. The impact of customer care delivery the quality of service, effectiveness, complaint handling and interpersonal relationship on customer satisfaction. 2. Examine the mediating role of interpersonal relationships between quality of service, effectiveness, complaint handling and customer satisfaction. The study uses quantitative approach with total of 395 questionnaires was collected from retail bank personnel. The result was analyzed using Structural Equation Modeling. The results of the study indicate that customer care delivery factors significantly impact customer satisfaction. Also, has an impact on Tanzania retail banking sector. In contrast, complaint handling does not impact customer satisfaction for Tanzania retail banks and interpersonal relationship does not have mediating effect on complaint handling and customer satisfaction. However, this study focuses on Tanzania retail banks but the study offers wide knowledge to banking professionals globally so as to improve and widen the scope of quality of customer services delivery for purpose of satisfying customer needs and demands in banking sector.

The study sought to assess the impact of customer care delivery on customer satisfaction in retail banks. The specific objectives of this study are to examine 1. The impact of customer care delivery the quality of service, effectiveness, complaint handling and interpersonal relationship on customer satisfaction. 2. Examine the mediating role of interpersonal relationships between quality of service, effectiveness, complaint handling and customer satisfaction. The study uses quantitative approach with total of 395 questionnaires was collected from retail bank personnel. The result was analyzed using Structural Equation Modeling. The results of the study indicate that customer care delivery factors significantly impact customer satisfaction. Also, has an impact on Tanzania retail banking sector. In contrast, complaint handling does not impact customer satisfaction for Tanzania retail banks and interpersonal relationship does not have mediating effect on complaint handling and customer satisfaction. However, this study focuses on Tanzania retail banks but the study offers wide knowledge to banking professionals globally so as to improve and widen the scope of quality of customer services delivery for purpose of satisfying customer needs and demands in banking sector.