The role of information technology innovations on customer satisfactions: A case of Food and Beverage Customers

This research intends to analyze the role IT innovation in food and beverage industry and to determine how customer perceived it. The food and beverages industry in Tanzania has so far been cautious in adapting various IT innovation services such as electronic payment technology for customer use and the use of online feedback website, this research examined the role of IT innovation on Customer Loyalty, Customer Experience and Customer Perceived Cost. A research Framework based on The Unified Theory of Acceptance and use of Technology (UTAUT) and Expectancy Disconfirmation Theory (EDT)was adopted to explain the relationship of independent and dependent variables. The sample for this study was drawn from restaurants’ Customers which have use various IT innovation services, with 102 responses collected through an online survey and analyzed using the Statistical Package for Social Sciences (SPSS) tool. The result of canonical correlation analysis shows that all proposed hypotheses, Customer Loyalty, Customer Experience and Customer Perceived Cost have positive significant correlation on the role of IT innovation on Customer Satisfactions. From managerial standpoint, It is recommended that, the food and beverage industries should take some consideration to apply and use various IT innovation technology in provision of services, Potential benefits from allowing customers to use IT innovation services include faster settlement, less wait-staff time needed, greater security, improved customer satisfaction, reduced labor costs, increased revenue, and access to better customer data. This knowledge would also help managers to decide about the extent to which technology-based systems can be used, the appropriate type of these systems, the pace of implementation, and the type of customer support require