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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.

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.