The Influence of Online Service Quality on Customer Perception of Performance of the National Transport and Safety Authority, Kenya

Abstract

Online transactions continue to gain popularity across the world, partly as a result of the rising economic pressures compelling organizations to develop such platforms as a strategy for sustainable corporate performance. In this regard, online service platforms are capable of enhancing linkage between the external and internal environment, and make it possible to facilitate communication and collaboration between the customers and the organization. The National Transport and Safety Authority of Kenya (NTSA) has various direct clientele including the auto-motive drivers and owners, the driving schools, the traffic police department, among others; all of whom demand effective, efficient, and economical service delivery from the organization. The drivers seek timely processing of their driving license, the vehicle owners expect efficient and timely delivery of their ownership documents, the driving schools expect quick registration and processing of provisional driving licenses, while the traffic police department expects quick facilitation from the NTSA for vehicle inspection. NTSA has to be innovative and embrace technology more technology to address the diverse customer needs. The objective of the study was to establish the influence of online service on customer perception of performance of the National Transport and Safety Authority of Kenya; and it was guided by the postulations of both the technology acceptance model, and dynamic capability theory. The population of the study was all the customers of NTSA in Nairobi County. This number estimated to be infinite, hence the Cochran’s method of sampling was used to sample 75 customers drawn from the various strata, that is, the different types of customers. Data was analyzed using Statistical Package for Social Sciences, and descriptive and regression analyses were done. The study determined that each of the selected on-line service quality dimensions (customer service, direct transactions, and self-help) had statistically significant influence on customer perception of performance of the NTSA. Generally, the cost minimization dimension had the least dispersed opinion from the respondents. The study recommends that an in-depth study should be done on the challenges facing the adoption of on-line service platforms in other public institutions in Kenya. The study also recommends that the influence of control variables such as the political, economic, and social factors should be examined, since they were not within the scope of the current investigation.