Consumer Preference Of Different Cyber Café Services In Kenya
Date
2010Author
Jehbthah, B.M.M.
Lumumba, Omweri Martin
Nyandoro, Cephus Kebabe
Type
ArticleLanguage
enMetadata
Show full item recordAbstract
This study was about factors that influenced the preference for cyber café services by consumers in Kisii Town. The
objectives of the study were to find out the services a cyber café offered that enticed people to visit them and spend
time and/or money using the services, to establish the main potential users of the cyber café services, and to
evaluate the factors that influenced preference for different cyber café services. To achieve this, a sample of 300
respondents in all the 12-cyber cafés was selected. 20 customers were picked using simple random sampling from
each cyber café, 5 management staff (3 caretakers and 2 executive staff to represent the ownership of the cyber
café). Questionnaires were administered to the cyber café customers and to the cyber café owners during repeated
visits to each cyber café over the period of study. Assistants presented copies of the questionnaires to customers to
complete as they left the cyber cafés and supplementary information was obtained from management staff of the
cyber cafés. Data collected was analyzed using descriptive and inferential statistics. Chi-square test was used to
establish the relationship between customer categories and principal factors that influenced them to use the cyber
cafés. The Chi-square value that was obtained at 95% confidence level revealed that there was more than the
principle factors that influenced customer’s choice for cyber café services. The findings can be used by cyber café
owners to identify consumer’s preference for cyber café, furnish them with knowledge of consumer expectations, aid
entrepreneurs to increase sales through customer retention strategies and help future researchers, especially, in the
fields of marketing. The research could also be used to strategize how to modify the cyber café to meet consumers’
expectations, gain their loyalty and improve its services.
Citation
AIBUMA Publishing African Journal of Business & Management (AJBUMA) http://www.aibuma.org/journal/index.htm Vol. 1 (2010), 10 pagesPublisher
School of business,University of Nairobi