IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v12y2023i5p53-61.html
   My bibliography  Save this article

Influence of customer experiences on the preference for online bus booking services in Dar es Salaam, Tanzania

Author

Listed:
  • Gordian Bwemelo

    (College of Business Education)

  • Robert Mashenene

    (College of Business Education)

Abstract

This study examined the influence of customer experience on the preference for online bus booking services in Dar es Salaam, Tanzania. Specifically, the study aims to: i) Determine the influence of familiarity with online booking services on the customer preference for online bus booking services, ii) Examine the influence of perception on the customer preference for online booking services, iii) Examine the influence of customer satisfaction on the customer preference for online bus booking services. The study employed a convergent parallel research design whereas both qualitative and quantitative data were collected. A sample of 384 users of buses for their transport was involved using a questionnaire that was administered through Google form as one of the web-based tools. Qualitative data were analyzed using content analysis whereas quantitative data were analyzed using descriptive statistics whereas mean scores, standard deviations, frequency, and percent were computed. Further, a binary logistic regression model was performed to analyze quantitative data. The findings show that customer perception and satisfaction were statistically significant in influencing customers’ preference for online bus booking. The study recommends to all key players in the bus transport sector make use of the findings to enrich policies and strategies in the adoption of online bus booking. Key Words: Customer experiences, customer preference, online bus booking services, Dar es Salaam, Tanzania

Suggested Citation

  • Gordian Bwemelo & Robert Mashenene, 2023. "Influence of customer experiences on the preference for online bus booking services in Dar es Salaam, Tanzania," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(5), pages 53-61, July.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:5:p:53-61
    DOI: 10.20525/ijrbs.v12i5.2695
    as

    Download full text from publisher

    File URL: https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/2695/1885
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v12i5.2695
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v12i5.2695?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:12:y:2023:i:5:p:53-61. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.