Service Quality of Kenyan Online Shopping Services and Customer Satisfactions’ Levels

Abstract

The emerging Internet based technologies are presenting both challenges and opportunities to the traditional retailers in Kenya. While the techno savvy entrepreneurs such as Jumia, Rupu, OLX, Pigiame, Rupu, Kilimall, Kaymu Market, Tuskys, Naivas and Cheki are utilizing these new powerful digital tools to gain competitive edge, their conventional counterparts are losing a significant part of their market share. The aim of the project is to determine the correlation between the service quality of the Kenyan e-commerce providers and their customer satisfaction levels. The quality attributes are further used to monitor the top retailers’ ability to maintain persistent market share and foster growth of the country’s e-commerce sector as compared to the global industry. Snowball sampling technique was used to recruit over 113 respondents. Models for quality measurement scales such as ES QUAL and E Recs Qual was used to develop online questionnaires and interview questions. The feedbacks were analyzed using relevant mathematical concepts like ANOVA, mean and standard deviation. High levels of efficiency, fulfilment, responsiveness, assurance and security are essential for maintaining relationships with the consumers. The study found that the clients are interested in more than the prices and conveniences associated with online purchases but the ability to be consistent in providing quality services. Jumia enjoys high market share because it prioritizes the diverse needs of its customers. However, just like other players in the industry the e-retailer decline in any of the quality attribute poses high risk of losing more than half of its customer base to the competitors. All the studied firms are committed towards surpassing their customers’ expectations. However, it is high time the e-retailers invested in disruptive technologies in order to compete favourably with their multinational counterparts