Journal Articles
Permanent URI for this collection
Browse
Recent Submissions
Item Is ethical packaging the right way to go? The impact of green packaging on consumer legitimacy in cosmetics industry(Informa UK Limited, 2024) Amani, DavidThe purpose of this study is to examine and understand the impact of green packaging on consumer legitimacy through green perceived value. Data were collected from 331 customers of cosmetic products in Tanzania. The study used partial least squares structural equation modeling (PLS-SEM) to test the hypothesized relationships between the variables. The proposed research model was largely supported, and the mediating role of green perceived value in this model was confirmed. Green packaging was found to be more determinative of consumer legitimacy. Additionally, novelty-perceived green value was found to mediate the association between green packaging and consumer legitimacy. Based on the study’s findings, this study provides specific theoretical and practical implicationsItem A perceived usefulness of entrepreneurship education as a marketing model for students’ choice of universities: Does the electronic word of mouth matter?(Emerald, 2024) Ismail, Ismail JThe current research aims at investigating the mediating effect of electronic word of mouth (eWOM) on the link between entrepreneurial education and choice of the university among students. The main focus of this paper is that when entrepreneurial education is properly-implemented at universities, it leads to several positive outcomes such as positive eWOM. Therefore, if the entrepreneurial education is used as a marketing model, it can be considered as the innovative model for attracting more students. By implementing this model, the university can enhance its approach to cultivating a positive image, potentially leading to increased student enrollments.Item Institutional isomorphism and adoption of activity-based costing in Tanzanian manufacturing sector(UNISA Press, 2023) Molela, Godfrey; Kasoga, Pendo; Ismail, IsmailThis study aimed to ascertain the correlation between the three forces of institutional isomorphism and the adoption of different levels of activity-based costing (ABC) by manufacturing companies in Tanzania. A cross-sectional survey design was executed to collect the primary data from the three research areas: Dar es Salaam, Arusha, and Dodoma regions. The study employed the multinomial logistic regression model (MLRM) to analyse the quantitative data from a sample of 188 manufacturing companies. The analytical results show that only normative pressures positively correlated with level 2 of ABC adoption, while mimetic and coercive pressures positively correlated with level 3. Level 4 of ABC adoption positively correlated with mimetic pressures, while level 5 was found to correlate with coercive pressures only positively.Item Corporate governance and compliance with IFRSs: the case of Tanzanian Savings and Credit Cooperatives(Informa UK Limited, 2024) Mwakapala, David A; Mbogela, Cosmas S; Ngomuo, SarahThis study examined the influence of corporate governance characteristics: size, women on board, financial skills of members, frequency of meetings and financial skills of the supervisory committee on compliance with International Financial Reporting Standards (IFRSs). The study was premised on Savings and Credit Co-operatives (SACCOs) complying with IFRSs disclosures. Yet, evidence on the relationship between corporate governance and IFRSs compliance in Tanzania is limited. Therefore, this paper contributes to the body of knowledge by extending the application of agency theory to determine the relationship among variables. Specifically, the study used a quantitative panel data set of 202 SACCOs from the 2013–2020 period collected from annual financial reports and subjected to descriptive analysis and regression models. Descriptive statistics indicate that SACCOs in Tanzania are complying with 44% of IFRSs disclosures. Results show a positive significant relationship between the board members possessing financial skills, the inclusion of women on the board, supervisory committee financial expertise and IFRS compliance level. Moreover, the study found no evidence that board size and board meetings influence IFRSs compliance levels. To improve IFRS compliance level, SACCOs in Tanzania are called to elect board members with financial skills; besides, financially skilled women should be encouraged to be part of SACCOs boards.Item The Interplay Between Tourism Ethnocentrism, Residents’ Support for Tourism and Destination Brand Value Co-Creation in Emerging Tourism Destinations: Lessons from Tanzania(Informa UK Limited, 2023) David AmaniEven though the concept of value co-creation has received significant attention in the field of tourism research, there have been few studies that explore the mechanisms of value co-creation from the perspective of local residents. Therefore, in order to address this significant gap in knowledge within the tourism domain, this study adopts a resident-centered dominant logic to develop a research model and test the hypothesized relationship between tourism ethnocentrism, residents’ support for tourism, and the co-creation of destination brand value. The conceptual model was tested among 357 local residents in Dodoma City, Tanzania, by collecting data through a survey approach. The collected data were analyzed using structural equation modeling. The results indicate a positive relationship between tourism ethnocentrism and residents’ support for tourism. More specifically, residents’ support for tourism was found to mediate the effect of tourism ethnocentrism on the co-creation of destination brand value. These findings provide valuable insights into the mechanisms that can foster the co-creation of destination brand value among local residents.Item Hail to thee, my sports team brand: investigating the drivers of eFANgelism among fans of selected sports teams in the English Premier League (EPL)(Springer Science and Business Media LLC, 2023) Amani, DavidSports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can demonstrate advanced attitudinal behavior such as eFANgelism, very little has been done on the drivers of this advanced attitudinal behavior. This study utilized social identity theory to create a conceptual model which looked at how fan identification and fan community identification can be used to promote eFANgelism via perceived brand sacredness among sports fans in Tanzania. The purpose of the study was to provide insights into factors that can improve positive brand promotion among sports fans in Tanzania. Partial least square-structural equation modeling was used to analyze data collected from 322 sports fans of selected sports teams in the English Premier League. The findings indicate that fan identification and fan community identification are important drivers of eFANgelism via perceived brand sacredness. The study recommends that sports team managers should view sports fans as valuable assets that can help create and maintain a competitive advantage for their teams. In addition, sports managers can consider sports fans as an engine toward building the corporate reputation of sports organizations.Item Social business environment and transnational corporations’ loyalty: the executives’ perceptions in Tanzania(The University of Dodoma, 2023) Rwamuhuru, Mshindi A.; Magai, Petro S.; Tegambwage, Amani G.The economic growth of the host low-income countries, which depends on foreign investments, among other things, has been impacted by the disloyal behaviours of foreign firms, including transnational corporations (TNCs). The demonstrated disloyal behaviours include the closure of operations and productions, scaling back expansion plans, and shifting income-generating operations to other countries with favourable business settings. This study examines the influence of the social business environment (SBE) on TNCs loyalty towards the host country, Tanzania. A cross-sectional design was employed to collect data from 131 TNCs in Tanzania using a structured questionnaire. The hypotheses were tested by hierarchical regression analysis. Findings reveal that the SBE has a positive and significant effect on TNCs loyalty through social attitudes, language, consumer preferences, and attitudes towards foreign businesses. Other dimensions of SBE, including age structure, gender roles, and the population’s literacy level, have negative and insignificant effects. Among all dimensions of the SBE, language is the best predictor of TNCs loyalty in Tanzania, followed by social attitudes, customer preferences, and attitudes of society towards foreign businesses. Based on the results, it is suggested that policymakers establish consistent social policies that encourage favourable social attitudes and beliefs, local and international language usage and proficiency, predictable customer preferences, and amicable attitudes of society towards foreign businesses to stimulate high TNC loyalty in Tanzania, which is crucial for sustainable economic development.Item Human resource development practices and procurement effectiveness: implications from public procurement professionals in Tanzania(Emerald, 2023) Jaffu, Richard; Changalima, Ismail AbdiPurpose Human resource development (HRD) has been considered in enhancing organisational operations as human resources are vital for organisational performance. This study aims to examine the role of HRD on the effectiveness of public procurement in Tanzania. Design/methodology/approach This study employed a cross-sectional research design under which data was collected from 168 procurement professionals in Dodoma city, Tanzania. Structural equation modelling (SEM) was employed to analyse the collected data and examine the structural relationships between HRD and the effectiveness of public procurement in Tanzania. Findings The findings revealed that all the variables of human resource development; career development, training and performance appraisal, are statistically significant and positively related to the effectiveness of public procurement. Therefore, the findings reveal that career development, training and performance appraisal as HRD practices play an important role in enhancing the effectiveness of public procurement in the surveyed public procuring organisations in Tanzania. Research limitations/implications This current study divides HRD into three main practices: career development, training and performance appraisal. This limits the study's applicability to other HRD practices that organisations may institutionalize to public procurement professionals who work in various public organisations in Tanzania. Originality/value This paper integrates the concept of HRD and public procurement effectiveness. Therefore, the study adds value to the literature on human resource management and public procurement management.Item I share because I care! Smallholder farmers’ perceptions of the usefulness of word of mouth for their market participation decisions(Emerald, 2023) Ismail, Ismail Juma; Amani, David; Changalima, Ismail Abdi; Kazungu, IsaacPurpose The approach to integrate concepts from different disciplines so as to solve the problems facing smallholder farmers has gained momentum in recent years. However, very little is known about how word-of-mouth (WOM) dimensions can be used in agricultural marketing to explain market participation among smallholder farmers. Therefore, this study investigates the perceived usefulness of WOM in explaining smallholder farmers’ market participation. Design/methodology/approach The cross-sectional design was carried out to survey a sample of 467 smallholder farmers. This study used partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4 to test hypotheses. Findings The results revealed that WOM dimensions such as expertise differential, strong tie and trustworthiness among smallholder farmers significantly influence the WOM message delivery. Likewise, the findings suggest that WOM message delivery significantly influences market participation among smallholder farmers. Finally, it was revealed that WOM message delivery significantly mediates the relationship between WOM dimensions and market participation. Practical implications This study provides useful insights to smallholder farmers on how to use WOM dimensions to enhance more market participation in formal markets, especially through proper WOM message delivery. Originality/value The current study solves the problem of information asymmetry among smallholder farmers through WOM. It is perhaps the first study to establish the link between WOM dimensions and market participation among smallholder farmers in the context of developing countries.Item The behavioural uncertainty and environmental sustainability of restaurant businesses: the moderating role of purchasing technical knowledge(Emerald, 2023) Elias, Ruth; Changalima, Ismail AbdiPurpose The study investigates the effect of behavioural uncertainty on the environmental sustainability of restaurant businesses in Tanzania. Also, the study examines the moderating role of purchasing technical knowledge on the main relationship between the study variables. Design/methodology/approach The quantitative approach was used and cross-sectional data were collected at a specific time from restaurant businesses in Dodoma, Tanzania. The PROCESS macro was used to analyse the relationships between behavioural uncertainty, purchasing technical knowledge and environmental sustainability. Findings Behavioural uncertainty has a significant and negative effect on the environmental sustainability of restaurant businesses. Purchasing technical knowledge, on the other hand, has a positive and significant effect on the environmental sustainability of restaurant businesses. Finally, purchasing technical knowledge has a positive and significant moderating effect on the relationship between behavioural uncertainty and environmental sustainability such that the negative effect of behavioural uncertainty is reduced with increasing purchasing technical knowledge. Research limitations/implications This study considers purchasing skills in terms of purchasing technical knowledge as a moderating variable; hence, other studies may take into account other moderating variables to extend this study. Also, the study considered only environmental sustainability and hence is limited in terms of other dimensions of sustainability and provide an avenue for further research in social and economic sustainability. Practical implications Since purchasing technical knowledge reduces the negative effect of behavioural uncertainty on the relationship with environmental sustainability, restaurant managers should be encouraged to improve their purchasing technical knowledge by attending short- and long-term training on purchasing functions in the restaurant industry. Social implications The social implications of the investigated link between behavioural uncertainty, purchasing technical knowledge and environmental sustainability in the restaurant industry include raising awareness, promoting sustainable practises and fostering an environmentally responsible culture. By addressing behavioural uncertainty, leveraging purchasing technical knowledge and embracing sustainability the industry can contribute to a more environmentally conscious society. Originality/value By providing empirical evidence from Tanzania, the study extends literature on examining the environmental sustainability of restaurant businesses. The study also establishes the interaction effect of purchasing technical knowledge as an important skill in reducing the negative effect of behavioural uncertainty on enhancing environmental sustainability in restaurant businesses.Item Do internet marketing capabilities interact with the effect of procedural capabilities for public procurement participation on SMEs’ sales performance?(Emerald, 2023) Changalima, Ismail Abdi; Israel, Baraka; Amani, David; Panga, Faustine Peter; Mwaiseje, Shadrack Samwel; Mchopa, Alban Dismas; Kazungu, Isaac; Ismail, Ismail JumaPurpose – This study aims to examine the influence of procedural capabilities for public procurement participation on small and medium enterprises’ (SMEs) sales performance in Tanzania. Also, the study establishes the interaction effect of internet marketing capabilities on the relationship between procedural capabilities and sales performance. Design/methodology/approach – The authors conducted confirmatory factor analysis and PROCESS macro for simple interaction analysis to analyse cross-sectional data that were obtained through questionnaire from surveyed SMEs’ managers. The included SMEs are those that are involved in supplying goods, services and works to public entities in Dodoma, Tanzania. Findings – The findings reveal that procedural capabilities for participation in public procurement enhance SMEs to improve sales performance. Also, there is a significant and positive relationship between internet marketing capabilities and sales performance. Lastly, internet marketing capabilities strengthen the relationship between procedural capabilities and sales performance. Social implications – This study is a wake-up call to SMEs to better comprehend public procurement procedures and e-business practices to use the available public procurement opportunities. It is argued that SMEs should invest in technology to market their businesses through social media and online platforms. According to the study, SMEs may benefit from improving their sales performance by fully utilizing their internet marketing capabilities and participating in public procurement opportunities. Originality/value – This study adds to the two main streams of literature that emphasise harnessing public procurement opportunities for SMEs (through public procurement participation) and leveraging internet marketing capabilities for SMEs to improve their sales performance.Item Extending the mediation role of entrepreneurial self-efficacy on enhancing students’ entrepreneurial intentions: A moderated mediation model(Elsevier BV, 2024) Amani, David; Ismail, Ismail Juma; Makona, Athuman; Changalima, Ismail Abdi; Kazungu, IsaacEntrepreneurship education provided by higher education institutions is essential in equipping students with the required abilities to initiate and develop successful businesses. However, existing literature on its contribution has yielded inconclusive results. This study explores the mediating role of entrepreneurial self-efficacy in enhancing the entrepreneurial intentions of business students, while adopting a moderated mediation analysis with entrepreneurship education as the predicting variable and the entrepreneurial environment as the moderating variable. Data was collected from 271 business undergraduates in Tanzania, and analyzed using PLS-SEM. The results revealed that entrepreneurial self-efficacy is a significant mediator in the influence of entrepreneurship education on entrepreneurial intentions. Furthermore, the study identified the moderation role of the entrepreneurial environment in the indirect effect of entrepreneurship education on enhancing entrepreneurial intentions with entrepreneurial self-efficacy as a mediator. Therefore, the study recommends that higher education institutions empower students with entrepreneurial self-efficacy to promote entrepreneurial intentions, while also creating environments conducive to entrepreneurship that support these intentions. Finally, the study discussed limitations and suggested future research directions.Item Do transparency and accountability enhance regulatory compliance in public procurement? Evidence from Tanzania(The University of Dodoma, 2023) Ntangeki, Goodluck G.; Changalima, Ismail A.; Justus, Scholastica N.; Kawishe, Denis C.With an increasing emphasis on ethical practices among public procurement practitioners, transparency and accountability will remain critical in ensuring effective and efficient procurement operations. This paper examines the influence of transparency and accountability in enhancing regulatory compliance in public procurement. This study was quantitative in nature and utilised a quantitative analysis approach to analyse data from 202 public procurement practitioners in Dodoma, Tanzania. The study applied structural equation modelling to examine the relationship between transparency, accountability, and regulatory compliance in public procurement. The results indicate a positive and significant relationship between transparency and regulatory compliance (β = 0.148, p = 0.048). The study also reveals that accountability is a significant and positive factor that promotes regulatory compliance (β= 0.366, p < 0.001). The study’s findings offer valuable insights for public procurement practitioners to establish well-defined standards of practice concerning transparency and accountability in procurement operations, with the aim of improving regulatory compliance. The research contributes to the existing literature on enhancing procurement compliance in the public sector by exploring the role of transparency and accountability in procurement regulatory compliance in Tanzania.Item The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry(Emerald, 2023) David AmaniPurpose The current study was developed in response to the profound impact of ethical practices on the beverage industry. It aims to examine the mediating role of perceived brand trustworthiness in the relationship between brand social responsibility and brand positioning in the Tanzanian beverage industry. Design/methodology/approach The study adopted a post-positivist approach, as it encompasses a deterministic perspective where causes are believed to determine outcomes or effects. The study focused on customers of two major beverage companies in Tanzania, namely Coca-Cola and Pepsi. Data were collected from 458 customers and analyzed using structural equation modeling. Findings The findings indicate that brand social responsibility serves as a valuable intangible asset, capable of establishing a competitive edge when integrated into the value proposition. Additionally, the results reveal that brand trustworthiness plays a mediating role in the connection between brand social responsibility and brand positioning. Research limitations/implications The study employed a convenience sampling technique; hence, generalization of the findings should be approached with caution. Originality/value This study represents one of the few scholarly endeavors that explore the role of social responsibility at the product brand level in establishing brand positioning. By doing so, it contributes to the advancement of knowledge concerning the impact of brand social responsibility on building competitiveness within the context of today's competitive business environment.Item Love thinketh no evil: mediation role of brand love on consumer religiosity and consumer forgiveness in Tanzanian Islamic banking(Emerald, 2023) Amani, DavidPurpose – This study aims to develop and test a research model that explores the empirical relationship between consumer religiosity, brand love and consumer forgiveness. Its objective was to enhance our understanding of the mechanisms that can influence consumers to extend forgiveness to brands in the context of Islamic banking in Tanzania. Design/methodology/approach – The study used a quantitative cross-sectional survey design to gather data from 399 respondents in the Dodoma and Dar-es-salaam regions of Tanzania. A structured questionnaire was used to collect the data, which were subsequently analyzed using structural equation modeling (SEM) with AMOS 21. Findings – The study’s findings revealed that consumer forgiveness is influenced by the level of brand love at an individual level. Additionally, the findings indicate that in the context of Islamic banking, brand love is an emotional behavior that is influenced by the strength of religious beliefs, that is, consumer religiosity. Consequently, the findings highlighted the mediating role of brand love in the proposed relationship between consumer religiosity and consumer forgiveness. Practical implications – The fact that Islamic banking is guided by Islamic laws (Sharia) and Islamic values means that competitiveness in this sector can be established by serving consumers who are well- versed in Islamic teachings and doctrines. Furthermore, customers who possess a strong understanding of Islamic teachings and doctrines can be an asset to Islamic banks, as they are less likely to switch banks due to service delivery issues. Originality/value – This empirical study is one of the few attempts to explore the relationship between consumer religiosity, consumer forgiveness and brand love. It expands our understanding of consumer forgiveness by examining the influence of deontological norms (applying norms to assess Islamic banking practices) and teleological evaluation (evaluating Islamic banking practices based on the overall balance of right and wrong expected to occur).Item Innovation attributes composite and adoption of Activity-Based Costing (ABC) in Tanzanian manufacturing and service sectors: The mediating role of behavioral preferences(World Scientific Pub Co Pte Ltd, 2023) Molela, Godfrey Frank; Kasoga, Pendo Shukrani; Ismail, Ismail JumaThis study was conducted to explore barriers to ABC adoption in the Tanzanian manufacturing and service sectors, notwithstanding its superiority over the traditional costing system. It went further to suggest solutions to such barriers by evaluating the mediating role of behavioral preferences on the causal relationship between the innovation attributes composite and ABC adoption. Based on the cross-sectional survey design, primary data were collected from a sample of 188 companies located in the Dar es Salaam, Arusha and Dodoma regions. Partial least squares structural equation modeling (PLS-SEM) revealed that none of the behavioral preferences positively mediated the causal relationship between the innovation attributes composite and ABC adoption at level 1. At level 2, the findings show that, it was the mediating effect by the perceived usefulness ([Formula: see text], [Formula: see text]) only that was statistically significant. With the exception of the perceived ease of use, the mediating effects by perceived usefulness ([Formula: see text], [Formula: see text]) and normative beliefs ([Formula: see text], [Formula: see text]) were further confirmed to be statistically significant at level 3 of adoption. Moreover, the mediating effects by the perceived ease of use ([Formula: see text], [Formula: see text]) and normative beliefs ([Formula: see text], [Formula: see text]) were found to be statistically significant at level 4 of adoption. At the highest level 5 of ABC adoption, it was the normative belief ([Formula: see text], [Formula: see text]) only that positively mediated the causal relationship between the innovation attributes composite and ABC adoption.Item Enterprising tendencies and economic well-being among retirees: Experience from Dodoma City of Tanzania(Sokoine University of Agriculture, 2023) Makuya, V.This paper assesses the dimensions of enterprising tendencies and retirees’ income earned from income-generating activities. The study used a cross-sectional research design. Accordingly, quantitative and qualitative methods were used for data collection. Questionnaires and an interview guide were administered to 80 retirees obtained by using snowball sampling in Dodoma, Tanzania. Descriptive and regression analyses were conducted to generate meaningful information. The results of the study show that an individual retiree's economic well-being is improved by locus of control, need for accomplishment, risk-taking, and innovation in enterprising tendencies. The findings revealed further that retirees in Dodoma City have a low enterprising tendency (a score less than 3). On the other hand, retirees perceived difficulties as negatively influencing their economic well-being. Thus, inculcating an entrepreneurial culture is considered essential not only before but also after retirement. Retirees are advised to have confidence in their capabilities as far as enterprising tendencies are concerned.Item Modeling emergent variables to assess the adoption of activity-based costing in Tanzania: The application of confirmatory composite analysis(Yayasan Profesional Muda Cendekia, 2024) Molela, Godfrey; Kasoga, Pendo; Ismail. IsmailResearch Aims: The applications of composite models in explaining the adoption of innovations continue to gain widespread recognition in contemporary research. This study examines the role of a composite model comprising innovation attributes, contingency factors, and isomorphic pressures in explaining the adoption of activity-based costing (ABC) in Tanzania. The examined causal relationship between the model and ABC adoption is subject to mediation by behavioral preferences. More importantly, this study evaluates the overall fit of the model based on confirmatory composite analysis (CCA) as a prerequisite for path analysis. Design/methodology/approach: Data were collected from 188 manufacturing and service companies in Tanzania using a cross-sectional survey design. As part of CCA, the study employed principal component analysis (PCA) to form the three emergent variables namely innovation attributes, contingency factors and isomorphic pressures. It is these variables that were merged together to form the composite model whose influence on ABC adoption was analyzed based on partial least squares structural equation modeling (PLS-SEM). Research Findings: It was found out that, it is only normative beliefs that positively mediated the causal - relationship between the composite model and ABC adoption. This suggests that, the combined influences of internal and external factors defined by innovation attributes, contingency factors and isomorphic pressures towards ABC adoption is mediated by the belief that manufacturing and service companies should adopt the system. On the other hand, the perceptions of the system’s usefulness and ease to use do not play role in explaining the combined influences of factors on ABC adoption. Theoretical Contribution/Originality: The findings are paramount in creating the reference base for future studies as there were no previous studies of similar nature conducted to assess the impact of the composite model on ABC adoption.Item Corporate governance and compliance with IFRSs: the case of Tanzanian Savings and Credit Cooperatives(Informa UK Limited, 2024) Mwakapala, David A.; Mbogela, Cosmas S.; Ngomuo, SarahThis study examined the influence of corporate governance characteristics: size, women on board, financial skills of members, frequency of meetings and financial skills of the supervisory committee on compliance with International Financial Reporting Standards (IFRSs). The study was premised on Savings and Credit Co-operatives (SACCOs) complying with IFRSs disclosures. Yet, evidence on the relationship between corporate governance and IFRSs compliance in Tanzania is limited. Therefore, this paper contributes to the body of knowledge by extending the application of agency theory to determine the relationship among variables. Specifically, the study used a quantitative panel data set of 202 SACCOs from the 2013–2020 period collected from annual financial reports and subjected to descriptive analysis and regression models. Descriptive statistics indicate that SACCOs in Tanzania are complying with 44% of IFRSs disclosures. Results show a positive significant relationship between the board members possessing financial skills, the inclusion of women on the board, supervisory committee financial expertise and IFRS compliance level. Moreover, the study found no evidence that board size and board meetings influence IFRSs compliance levels. To improve IFRS compliance level, SACCOs in Tanzania are called to elect board members with financial skills; besides, financially skilled women should be encouraged to be part of SACCOs boards.Item When customers strike back: examining the impact of psychological contract violation on customers' switching behaviour(The University of Dodoma, 2023) Amani, DavidAlthough the psychological contract has garnered attention from scholars in the social sciences, little is known about its implications from a marketing perspective. This study aims to investigate the mediating role of customer-brand disidentification between psychological contract violation and customers' switching behaviour. It represents an initial attempt to explore psychological contract violation from the perspective of the service domain in emerging economies, contributing to theoretical and practical discussions on the factors influencing customers' switching behaviour. The study utilised a quantitative-based cross-sectional design involving 399 customers from three selected pay television companies in Tanzania's media industry. Data were collected using a structured questionnaire and analysed using structural equation modelling. The findings reveal that psychological contract violation influences customers' switching behaviour when mediated by customer-brand disidentification. Consequently, if disidentification is not managed effectively, customers disengage from their relationship with the service providers and opt for alternative providers. The study suggests that service providers should proactively identify signs of psychological contract violation and implement necessary measures to address them, thereby mitigating the likelihood of customers resorting to switching behaviour.