Influence of e-services on customer satisfaction: a case of fast food restaurants in Nairobi county

Abstract

The issue of assessing the impact of e-services on customer satisfaction has emerged as an area of strategic importance for e-marketers and Website managers and now there is a growing interest within the restaurant sector. Studies conducted on E-services show that these E-services help in building customer satisfaction, others disagree with this while others show that there is no relationship between the two constructs. The purpose of this study was to examine the relationship between customer satisfaction and E-services by looking at the level of customer satisfaction against the different types of E-services offered by the fast food restaurants.The data was collected using convenience sampling and a questionnaire was administered to fifty customers who frequent these fast food restaurants in Nairobi that target the upper to middle class citizens. The data was analyzed using descriptive statistics, multiple regression and correlation analysis. The data analyzed the various objectives of the study which were; to identify the types of E-services that often used by fast food restaurants, the factors that influence customer adoption of E-services in the fast food restaurants and the extent to which these E-services affect customer satisfaction.The findings established that the most popular E-service is the online ordering platform due to the convenience it provides. The study offered further information into the factors that influence customers’ adoption of E-services. The major factor identified in the study to influence adoption of E-services is security. Using the regression and correlation analysis, all three E-services were identified as having a positive relationship to customer satisfaction.The research was not without limitations. The selection of the study variables was not exhaustive. The population was limited to one location and the use of a descriptive cross-sectional research design, put constraints on the generalizability of the results. Future research should seek to address these limitations by inclusion of a wider population sample, use of a longitudinal research design and broadening the industry with which the study was conducted. Replication of the study to other industries could serve as a useful reference for future research.