Influence of E-Commerce service quality on local tourist customers’ satisfaction in Tanzania: a case of Dar es Salaam

Influence of E-Commerce service quality on local tourist customers’ satisfaction in Tanzania: a case of Dar es Salaam Hamza Mrisha Master of Business Administration University of Dar es Salaam, Business School, 2020

This study assessed the influence of e-commerce service quality on local tourists’ customer satisfaction in Tanzania. This study was guided by four specific objectives including: assessment of the influence of reliability of e-services, influence of e-commerce perceived transaction security, influence of responsiveness of e-services, and influence of e-service ease of use, on local tourist customer’s satisfaction. Explanatory study design was adopted through causal relationship approach. Data was collected from a sample of 100 local tourists in Dar es Salaam city through questionnaires. Statistical package for Social Sciences (SPSS) version 23.0 was used for analysis of both descriptive and regression analysis. Findings of the study indicate that all four hypothesized predicting variables- reliability of e-services, perceived transaction security, responsiveness of e-services and e-service ease of use have positive and significant influence on customer satisfaction since p<0.05. this implies that customer satisfaction with e-service through e-commerce services quality in Tanzania is facilitated by reliability of e-services, perceived transaction security, responsiveness of e-services and e-service ease of use. This entails that it is essential for the e-commerce service quality to be well embraced in local tourism to promote it further. ‘the study recommended that e-commerce must be promoted in terms of its execution in tourism sector for further gains to be generated. Besides that, through the study was quantitatively undertaken another may be pursued qualitatively.