Software Development Quality Management Practices and Customer Experience in Kenyan Fintech Firms

Abstract

This study aimed at establishing the influence of software development quality management practices on Customer Experience by FinTech firms in Kenya. The objectives that guided the study were to determine the extent of adoption of software development quality management practices by FinTech firms in Kenya and to evaluate and determine the link connecting the concepts of software development quality management practices and Customer Experience by FinTech firms in Kenya. The study adopted a cross-sectional model and descriptive data was gathered and analyzed. The study focused on 187 sampled FinTech firms and simple and direct random sampling method was used with the aim to achieve the research objective. The primary data and field data was collected through an online self-administered questionnaire. However, the analysis was done using quantitative methods and the study used descriptive statistics (objective i) and regression analysis (objective ii). The outcome indicated that Product Focus, Continuous Learning and Data-Driven Decision-Making were adopted to a large extent while Customer Engagement was adopted to a moderate extent by the FinTech firms in Kenya. The findings also showed that software development quality management practices influence Customer Experience by FinTech firms in Kenya as indicated by the p value of lower than 0.05. More specifically, it was concluded that Product Focus, Continuous Learning, Customer Engagement and Data Driven Decision Making all had a positive and significant relationship with Customer Experience through Customer Satisfaction, Customer Retention and Customer Loyalty and Customer Experience in general. The study recommends that the decision makers of FinTech firms should adopt software development quality management practices (Product Focus, Continuous Learning, Customer Engagement and Data Driven Decision Making) if they want to enhance their Customer Experience (Customer Satisfaction, Customer Retention and Customer Loyalty). It is suggested that further studies can focus on software development quality management practices of FinTech firms in Kenya but measure the performance in other aspects of either operational, supply chain or even financial performance to see if the outcome can be the same.