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

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.

Keywords: {'name': 'Customer experiences, customer preference, online bus booking services, Dar es Salaam, Tanzania'}

Authors & affiliations

Gordian Bwemelo
Affiliation not supplied

Robert Mashenene
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.20525/ijrbs.v12i4.2612

Bagrecha, C., & Alam, S. (2016). Challenges and Opportunities in Online Reservation of Bus Tickets. IOSR Journal of Business and Management, 18(6), 32-38.

Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley and Sons, New York. 96pp.

Clarke, D., & Kinghorn, R. (2018). Experience is everything: Here’s how to get it right. PWC (ed.), 15.

Creswell, J. and Clark, V. (2018). Designing and conducting mixed methods research. New Delhi: Sage publications.

DOI: 10.2307/249008

DOI: 10.17762/turcomat.v12i2.1771

DOI: 10.3389/fpsyg.2022.990640

GSMA (2019). The Mobile Gender Gap Report 2019.

Islam, M. A., & Rahman, M. M. (2020). Factors affecting adoption of self-service E-ticketing technology: A study on heritage sites in Bangladesh. Journal of Heritage Tourism, 15(8), 831-846.

DOI: 10.3390/su14052654

Khaitan, M. S., Sisodia, S., Jaiswal, S., & Kabra, A. (2021). Online Bus Reservation System. Annals of the Romanian Society for Cell Biology, 25(7), 60-65.

DOI: 10.31336/JTLR.2019.6.31.6.269

Kim, W. G., & Lee, H. G. (2018). The effects of website quality on customer satisfaction, use intention, and purchase. International Journal of Hospitality Management, 72, 63-72.

DOI: 10.1108/IJCHM-09-2013-0413

DOI: 10.1007/978-1-4842-6774-5_1

DOI: 10.1109/ISTAFRICA.2016.7530628

DOI: 10.1177/0972150920927358

Mohd Suki, N., & Suki, N. M. (2022). Study on customer perception towards online-ticking in Malaysia. Journal of Tourism, Hospitality and Environment Management, 7(25), 1-12.

DOI: 10.3390/su12031052

Rahman, M. M., & Islam, M. A. (2018). Customer satisfaction on online bus ticketing in Bangladesh. International Journal of Business and Management Invention, 7(2), 01-09.

Saha, S., & Saha, S. (2021). Travel automation and customer satisfaction on interstate bus ticket booking process. Journal of Tourism and Hospitality Management, 9(2), 1-10.

Sari, D. A., & Sari, I. M. (2014). The impact of e-ticketing technique on customer satisfaction: An empirical analysis. Journal of Economics, Business, and Accountancy Ventura, 17(2), 239-248.

Statistica (2021). Internet penetration rate in Tanzania from 2015 to 2021.

Tanzania Communications Regulatory Authority. (2021). Communications statistics. Retrieved from https://www.tcra.go.tz/images/documents/communications_statistics/Communications_Statistics_Report_Q4_2021.pdf

DOI: 10.1504/GBER.2022.122385

World Bank. (n.d.). Tanzania - Dar Es Salaam Urban Transport Improvement Project. World Bank documents. https://documents.worldbank.org/pt/publication/documents-reports/documentdetail/794251489201242940/tanzania-dar-es-salaam-urban-transport-improvement-project

Wu, M. (2018). Customers' Perceptions of Service Quality, Using an Online Reservation System, and Online Reviews Affecting Intention to Use the System to Book a Hotel Room (Doctoral dissertation, Iowa State University).

DOI: 10.51594/ijmer.v1i4.25