The Role of Motivation and Its Effects on Sales Force Performance: A Case Study of Mwananchi Communication Company Limited, Dar- es –Salaam

This study was aimed to assess the role of motivation and its effects on sales force performance especially in Mwananchi Organization. The major objective of this study was to investigate the impact of motivation on sales force performance as a key factor towards improving organizational functions. This study had used explanatory research design. The respondents of the study were taken from Dar- Es- salaam city Mwananchi employee, customers (Agents) of Mwananchi Organization. The categories of respondents covered by this study involved sales, management, employees, Mwananchi customers/Agents. All the respondents were selected on the basis of simple random sampling method. Field results indicate that the mainly suggested modes of motivation measures to mitigate organizational development mentioned were, job satisfaction, good salary, promotions, recognition, management styles, good working condition and goals satisfaction. According to customers, production of quality products has been improved as a result it has led to increase of valuable genuine products due to motivation enforced in Mwananchi Organization. The study recommends that there is a need to fully involve stakeholders and local communities in planning and decision making as a part of motivation to ensure sales work force performance in an organization. Different types of motivation are needed for building up a team work in working places and equality service provision within an organization so as to bring quality and reputable organization. Transparency on viii the provision should be encouraged so as to establish clear policy in all matters related to motivation