@Article{M-10317, AUTHOR = {Jidayi, Ntugwa and Landa, Elizabeth}, TITLE = {Effect of Motivation Strategies on Employee Performance: A Comparative Analysis Between Vodacom Flagship Stores and Franchise Stores in Dar es Salaam}, JOURNAL = {Scientific Research Journal of Business, Management and Accounting}, VOLUME = {3}, YEAR = {2025}, NUMBER = {1}, ARTICLE-NUMBER = {M-10317}, URL = {https://isrdo.org/journal/SRJBMA/currentissue/effect-of-motivation-strategies-on-employee-performance-a-comparative-analysis-between-vodacom-flagship-stores-and-franchise-stores-in-dar-es-salaam}, ISSN = {2584-0592}, ABSTRACT = {The 21st century business environment with its rapid technological progress requires motivated employees to achieve organizational performance targets. The research investigated motivation strategies' impact on employee performance by studying Vodacom's flagship stores and franchise stores located in Dar es Salaam. The research used Self-Determination Theory and Expectancy Theory to study how intrinsic motivations (job satisfaction, autonomy, recognition, and career growth) and extrinsic motivations (salary, job security, and work-life balance) affect employee outcomes. The research focused on 135 employees who worked at seven Vodacom retail locations with three flagship stores and four franchise stores. The research design used stratified random sampling for frontline staff and purposive sampling for managerial participants. The research collected quantitative data from 54 employees through questionnaires and gathered qualitative information through interviews with 42 participants. The statistical analysis using regression and ANOVA methods demonstrated that both intrinsic and extrinsic elements strongly affected employee performance levels. The employees working at flagship stores demonstrated higher job satisfaction and engagement because of their better career development prospects and formal incentive systems. The performance data from six months revealed that flagship stores generated superior sales figures, maintained better employee attendance rates, and satisfied customers than franchise outlets. The research establishes that organizations must develop specific motivation approaches to enhance employee productivity. The structured internal programs at flagship stores generate better results but franchise stores need improved support for compensation and recognition and development opportunities. The practical recommendations from the study can help improve employee motivation and performance at Vodacom, and could be useful for the wider telecommunications sector.}, DOI = {} }