nasra kara | The University of Nottingham Malaysia Campus (original) (raw)

Papers by nasra kara

American Academic Scientific Research Journal for Engineering, Technology, and Sciences, Feb 18, 2021

This study examines the effects of perceived trust and perceived ease of use on the adoption of m... more This study examines the effects of perceived trust and perceived ease of use on the adoption of mobile marketing in the telecommunications industry of Tanzania. Guided by the Technology Acceptance Model (TAM) it predicts the adoption of mobile marketing in the Telecommunications industry in Tanzania. Survey strategy was employed in data collection, using structured questionnaires and collected data from 5 municipalities, 73 wards and 6 hamlets, by using multi stage sampling of 406 respondents in Dar es Salaam. Quantitative data were analyzed using multiple linear regression. Findings indicate that perceived ease of use and perceived trust had positive and significant influence on the adoption of mobile marketing. We provide recommendations to the telecommunications companies to improve their mobile marketing products and services by making better products that are easy to use and trustworthy so as to conform to the needs of their customers.

International Journal of Business Management and Economic Review, 2020

The aim of the study that led to the production of this paper was to assess the effect of bank se... more The aim of the study that led to the production of this paper was to assess the effect of bank service charges on the tendency of customers to switch from bank to bank in search of more friendly and more affordable services. The research was conducted in Dar es Salaam where 400 questionnaires were distributed to bank customers at the Tanzania Postal Bank (TPB), the National Bank of Commerce (NBC) and the National Microfinance Bank (NMB). Data was analyzed by using multiple regression analysis. The findings of the study indicated that interest rate on loans, the cost of bank transactions and unfair charges were the statistically significant factors that influenced the customer of the banks to switch to other banks. Therefore, the concerned bank managers should review their levels of interest and transactions cost if the banks are to retain existing customers and attract new ones.

It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of... more It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of these strengths alone will not guarantee successful accessible tourism if the needs of people with disability are not included in the policy. The Inclusion of the needs of this target group is a guarantee for the tourism sector to fully achieve equality and equity, which are pillars of sustainable tourism development. This paper critically addresses the weaknesses of the existing national Tourism policy of 1999 in addressing issues of people with disability in its specific policy strategies such as marketing and product development, cultural tourism as well as domestic tourism. The policy has clearly addressed the roles of women, youth and aged people in its various strategies but it ignore issues of people with disabilities. The needs of this target group need to be featured clearly in the policy as this will raise awareness of their existence hence boost the morale for tourism stakeho...

It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of... more It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of these strengths alone will not guarantee successful accessible tourism if the needs of people with disability are not included in the policy. The Inclusion of the needs of this target group is a guarantee for the tourism sector to fully achieve equality and equity, which are pillars of sustainable tourism development. This paper critically addresses the weaknesses of the existing national Tourism policy of 1999 in addressing issues of people with disability in its specific policy strategies such as marketing and product development, cultural tourism as well as domestic tourism. The policy has clearly addressed the roles of women, youth and aged people in its various strategies but it ignore issues of people with disabilities. The needs of this target group need to be featured clearly in the policy as this will raise awareness of their existence hence boost the morale for tourism stakeho...

European Scientific Journal, ESJ, 2021

This paper focuses on identifying the factors affecting customer’s adoption of mobile marketing b... more This paper focuses on identifying the factors affecting customer’s adoption of mobile marketing by examining the effects of perceived usefulness, perceived ease of use, and perceived customer’s knowledge in the telecommunications industry of Tanzania. The study extended the Technology Acceptance Model (TAM), with Diffusion of Innovation Theory (DOI), in predicting the customer’s mobile marketing adoption. Survey strategy was employed in data collection by administering the structured questionnaires and collected data using multi stage sampling on 406 respondents in Dar es Salaam. After then, it was analyzed using factor analysis, correlation analysis, and multiple linear regression analysis. Findings indicated that perceived usefulness, perceived ease of use, and perceived customer knowledge have significant and positive influence on the adoption of mobile marketing in the telecommunication industry in Tanzania. The study contributes to telecommunication practitioners with the integ...

Tourism destination usually viewed as a combination of places that generates not just experience ... more Tourism destination usually viewed as a combination of places that generates not just experience but offers a memorable destination experience to the tourists. The challenge for today's tourism destination agencies is for them to offer what is needed by travellers. Currently, the tourism sector in Tanzania is in stiff competition with countries such as Kenya and South Africa in attracting more tourists. For a country to stay ahead of the competition, it is imperative for tourism stakeholders to understand various means for attracting the tourists, including the preferences for travel activities. This study aimed at offering an integrated approach to understanding tourists' travel activities and assesses its relationship with travel motivation and personality traits. Responses from a total of 431 respondents aged 18 and above was obtained through convenience sampling and used in the analysis. The study identified visiting city attractions, islands and beaches as top three pre...

International Hospitality Review, 2020

PurposeTo examine demographic factors and travel motivations among leisure tourists in Tanzania. ... more PurposeTo examine demographic factors and travel motivations among leisure tourists in Tanzania. Specifically by examining the influence of demographic factors on travel motivation among local and international leisure tourists in Tanzania.Design/methodology/approachApproach is quantitative and applied descriptive statistics, independentt-test and ANOVA.FindingsThe findings showed that age, gender and family size as demographic factors significantly influenced travel motivation among local and international leisure tourists.Research limitations/implicationsFuture studies to consider different approaches including collection of data during the peak season, use qualitative method and conduct studies in other parts of the country to explore demographic factors and travel motivations of tourists.Practical implicationsTo assist tourism stakeholders in their design of promotional tools to market tourism products/services to different tourists as opposed to homogeneous marketing campaigns....

SSRN Electronic Journal, 2013

2.2Types of e-banking………………………………………………………….………14 2.3Customer satisfaction……………………………………………………………... more 2.2Types of e-banking………………………………………………………….………14 2.3Customer satisfaction………………………………………………………………16 2.4Customer satisfaction in e-banking………………………………………………17 2.5Challanges and opportunities of e-banking…………………………………..…27 CHAPTER THREE-RESEARCH METHODOLOGY………………………..…...31 3.1Types and sources of data………………………………………………………….31 3.2 Sampling technique and sample size ……………………………………………31 3.3 Methods of primary data collection…………………………………………..….32 3.4 Methods of data analysis………………………………………………………….32 CHAPTER FOUR-DATA ANALYSIS AND RESULTS OF THE STUDY……..33 4.1 Analysis and result of the study………………………………………………….33 4.1.1Demographics of respondents………………………………………………..33 4.1.2Types of bank accounts……………………………………………………..…36 4.1.3Frequancy of branch visits…………………………………………………….37 4.1.4Satisfaction in e-banking service and e-banking delivery channel………..40 4.1.5Wating time…………………………………………………………………….41 4.1.6Fee charged……………………………………………………………………..42 4.1.7Response to Likret scale question…………………………………………….43 4.2Interview response………………………………………………………………….49

The World Economy, 2011

The paper reviews the recently completed Trade Policy Review for Malaysia. We find that in the ca... more The paper reviews the recently completed Trade Policy Review for Malaysia. We find that in the case of Malaysia trade has been liberalised and subjected to structural changes to a very high extent over the last three decades. However, reform has been less effective ...

Tanzanian Economic Review

Intense competition causes Tanzanian banks to experience the threat of customer switching. Custom... more Intense competition causes Tanzanian banks to experience the threat of customer switching. Customers are sensitive to quality in their access to and use of banking services; hence, they are prone to switching to other banks since the services offered are similar. This study assesses how service quality influences customer switching behaviour among commercial banks in Dar es Salaam. The data constitute 400 randomly sampled customers at NBC Bank Ltd, TPB Bank Plc and NMB Bank Plc, collected using a structured questionnaire and analysed using multiple regression analysis. The main findings are that customers' switching behaviour is significantly influenced by service reliability, assurance, tangibility and empathy, whereas responsiveness was found to be insignificant. These findings may help policymakers and commercial bank institutions in understanding the dimensions of service quality that may influence customer switching behaviour for the successful enhancement of quality services of the banks.

American Academic Scientific Research Journal for Engineering, Technology, and Sciences, Feb 18, 2021

This study examines the effects of perceived trust and perceived ease of use on the adoption of m... more This study examines the effects of perceived trust and perceived ease of use on the adoption of mobile marketing in the telecommunications industry of Tanzania. Guided by the Technology Acceptance Model (TAM) it predicts the adoption of mobile marketing in the Telecommunications industry in Tanzania. Survey strategy was employed in data collection, using structured questionnaires and collected data from 5 municipalities, 73 wards and 6 hamlets, by using multi stage sampling of 406 respondents in Dar es Salaam. Quantitative data were analyzed using multiple linear regression. Findings indicate that perceived ease of use and perceived trust had positive and significant influence on the adoption of mobile marketing. We provide recommendations to the telecommunications companies to improve their mobile marketing products and services by making better products that are easy to use and trustworthy so as to conform to the needs of their customers.

International Journal of Business Management and Economic Review, 2020

The aim of the study that led to the production of this paper was to assess the effect of bank se... more The aim of the study that led to the production of this paper was to assess the effect of bank service charges on the tendency of customers to switch from bank to bank in search of more friendly and more affordable services. The research was conducted in Dar es Salaam where 400 questionnaires were distributed to bank customers at the Tanzania Postal Bank (TPB), the National Bank of Commerce (NBC) and the National Microfinance Bank (NMB). Data was analyzed by using multiple regression analysis. The findings of the study indicated that interest rate on loans, the cost of bank transactions and unfair charges were the statistically significant factors that influenced the customer of the banks to switch to other banks. Therefore, the concerned bank managers should review their levels of interest and transactions cost if the banks are to retain existing customers and attract new ones.

It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of... more It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of these strengths alone will not guarantee successful accessible tourism if the needs of people with disability are not included in the policy. The Inclusion of the needs of this target group is a guarantee for the tourism sector to fully achieve equality and equity, which are pillars of sustainable tourism development. This paper critically addresses the weaknesses of the existing national Tourism policy of 1999 in addressing issues of people with disability in its specific policy strategies such as marketing and product development, cultural tourism as well as domestic tourism. The policy has clearly addressed the roles of women, youth and aged people in its various strategies but it ignore issues of people with disabilities. The needs of this target group need to be featured clearly in the policy as this will raise awareness of their existence hence boost the morale for tourism stakeho...

It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of... more It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of these strengths alone will not guarantee successful accessible tourism if the needs of people with disability are not included in the policy. The Inclusion of the needs of this target group is a guarantee for the tourism sector to fully achieve equality and equity, which are pillars of sustainable tourism development. This paper critically addresses the weaknesses of the existing national Tourism policy of 1999 in addressing issues of people with disability in its specific policy strategies such as marketing and product development, cultural tourism as well as domestic tourism. The policy has clearly addressed the roles of women, youth and aged people in its various strategies but it ignore issues of people with disabilities. The needs of this target group need to be featured clearly in the policy as this will raise awareness of their existence hence boost the morale for tourism stakeho...

European Scientific Journal, ESJ, 2021

This paper focuses on identifying the factors affecting customer’s adoption of mobile marketing b... more This paper focuses on identifying the factors affecting customer’s adoption of mobile marketing by examining the effects of perceived usefulness, perceived ease of use, and perceived customer’s knowledge in the telecommunications industry of Tanzania. The study extended the Technology Acceptance Model (TAM), with Diffusion of Innovation Theory (DOI), in predicting the customer’s mobile marketing adoption. Survey strategy was employed in data collection by administering the structured questionnaires and collected data using multi stage sampling on 406 respondents in Dar es Salaam. After then, it was analyzed using factor analysis, correlation analysis, and multiple linear regression analysis. Findings indicated that perceived usefulness, perceived ease of use, and perceived customer knowledge have significant and positive influence on the adoption of mobile marketing in the telecommunication industry in Tanzania. The study contributes to telecommunication practitioners with the integ...

Tourism destination usually viewed as a combination of places that generates not just experience ... more Tourism destination usually viewed as a combination of places that generates not just experience but offers a memorable destination experience to the tourists. The challenge for today's tourism destination agencies is for them to offer what is needed by travellers. Currently, the tourism sector in Tanzania is in stiff competition with countries such as Kenya and South Africa in attracting more tourists. For a country to stay ahead of the competition, it is imperative for tourism stakeholders to understand various means for attracting the tourists, including the preferences for travel activities. This study aimed at offering an integrated approach to understanding tourists' travel activities and assesses its relationship with travel motivation and personality traits. Responses from a total of 431 respondents aged 18 and above was obtained through convenience sampling and used in the analysis. The study identified visiting city attractions, islands and beaches as top three pre...

International Hospitality Review, 2020

PurposeTo examine demographic factors and travel motivations among leisure tourists in Tanzania. ... more PurposeTo examine demographic factors and travel motivations among leisure tourists in Tanzania. Specifically by examining the influence of demographic factors on travel motivation among local and international leisure tourists in Tanzania.Design/methodology/approachApproach is quantitative and applied descriptive statistics, independentt-test and ANOVA.FindingsThe findings showed that age, gender and family size as demographic factors significantly influenced travel motivation among local and international leisure tourists.Research limitations/implicationsFuture studies to consider different approaches including collection of data during the peak season, use qualitative method and conduct studies in other parts of the country to explore demographic factors and travel motivations of tourists.Practical implicationsTo assist tourism stakeholders in their design of promotional tools to market tourism products/services to different tourists as opposed to homogeneous marketing campaigns....

SSRN Electronic Journal, 2013

2.2Types of e-banking………………………………………………………….………14 2.3Customer satisfaction……………………………………………………………... more 2.2Types of e-banking………………………………………………………….………14 2.3Customer satisfaction………………………………………………………………16 2.4Customer satisfaction in e-banking………………………………………………17 2.5Challanges and opportunities of e-banking…………………………………..…27 CHAPTER THREE-RESEARCH METHODOLOGY………………………..…...31 3.1Types and sources of data………………………………………………………….31 3.2 Sampling technique and sample size ……………………………………………31 3.3 Methods of primary data collection…………………………………………..….32 3.4 Methods of data analysis………………………………………………………….32 CHAPTER FOUR-DATA ANALYSIS AND RESULTS OF THE STUDY……..33 4.1 Analysis and result of the study………………………………………………….33 4.1.1Demographics of respondents………………………………………………..33 4.1.2Types of bank accounts……………………………………………………..…36 4.1.3Frequancy of branch visits…………………………………………………….37 4.1.4Satisfaction in e-banking service and e-banking delivery channel………..40 4.1.5Wating time…………………………………………………………………….41 4.1.6Fee charged……………………………………………………………………..42 4.1.7Response to Likret scale question…………………………………………….43 4.2Interview response………………………………………………………………….49

The World Economy, 2011

The paper reviews the recently completed Trade Policy Review for Malaysia. We find that in the ca... more The paper reviews the recently completed Trade Policy Review for Malaysia. We find that in the case of Malaysia trade has been liberalised and subjected to structural changes to a very high extent over the last three decades. However, reform has been less effective ...

Tanzanian Economic Review

Intense competition causes Tanzanian banks to experience the threat of customer switching. Custom... more Intense competition causes Tanzanian banks to experience the threat of customer switching. Customers are sensitive to quality in their access to and use of banking services; hence, they are prone to switching to other banks since the services offered are similar. This study assesses how service quality influences customer switching behaviour among commercial banks in Dar es Salaam. The data constitute 400 randomly sampled customers at NBC Bank Ltd, TPB Bank Plc and NMB Bank Plc, collected using a structured questionnaire and analysed using multiple regression analysis. The main findings are that customers' switching behaviour is significantly influenced by service reliability, assurance, tangibility and empathy, whereas responsiveness was found to be insignificant. These findings may help policymakers and commercial bank institutions in understanding the dimensions of service quality that may influence customer switching behaviour for the successful enhancement of quality services of the banks.