Browsing by Author "Murithi, Purity Kanyua"

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    Assessing Information Communication Technology Use on Performance of Fast Food Restaurants in Nairobi County, Kenya.
    (Kenyatta University, 2019-06) Murithi, Purity Kanyua
    The purpose of this study was to assess Information Communication Technology use and performance of fast food restaurants (FFRs) in Nairobi County, Kenya. Given today's competitive market conditions, customers in hospitality industry have become more selective with their produet and service choices. 1t is therefore difficult to meet their increasing demands, which make providing and maintaining customer satisfaction one of the biggest challenges for managers in this industry. Some firms have employed various strategies 1o survive in the industry like adoption of Information and Communication Technology (ICT). The study therefore aimed at assessing ICT use and performance of fast food restaurants in Nairobi County, Kenya. The specific objectives of the study were to: explore the intensity of ICT component usage in FFRs, determine the influence of customer frequency of visit on ICT use and their level of satisfaction, establish the relationship between ICT usage and operational efficiency in FFRs and to evaluate the effect of ICT usage on customer satisfaction in FFRs in Nairobi County, Kenya. Across sectional research design was used for this study and convenience sampling technique was used in selecting the samples for this study. Questionnaires were used to collect primary data. 163 questionnaires were administered to the employees and 260 questionnaires to customers. Both descriptive and inferential statistics were used to analyze the information collected. The findings revealed that ICT components are available in the fast food restaurants though they are limited with the overall rating of (1=2.9) which is moderate as per the scale used. This study found out that the intensity of ICT use in fast food operations was in the range of (1=1.9 10=2.1) which is low. Correlation between intensity of ICT use, operational efficiency and customer satisfaction was carried out and the relationship between ICT use and operational efficiency had a p value of 0.000 and r value of 0.662 indicated a strong positive relation between the two variables, and therefore the null hypothesis that there was no significant relationship between the intensity of ICT use and operational efficiency in fast food restaurants was rejected. The relationship between ICT use and customer satisfaction had a p value of 0.000 and r value of 0.307 which indicated a moderate positive relationship between the variables, and therefore null hypothesis that there was no significant relationship between the intensity of ICT use and customer satisfaction in fastfood restaurants was rejected. From the findings the conclusions drawn were: ICT adoption influences FFR performance by reduction of customer complaints, over 50% of the FFRs had no point of sale terminals, ICT was mainly applied in marketing and menu management as opposed 1o table reservations, inventory management and reporting systems, ICT use in FFRs had an impact on customer frequency of visit. The recommendations made from the findings were: Management of FFRs should increase point of sale terminus because 50 % of FFRs had none, use of electronic pay system should be increased in order to enhance efficiency in guest billing cycle which reduces customer complaints, statistics and report system should be adopted and implemented in FFRs because they are least used with a rating of 51.7 and the hotel and restaurant policy makers should consider ICT components as key element when they are assessing hospitality sectors for classification and rating.