E-service Operations Strategies and Performance of Tourism Firms in Nairobi, Kenya

Abstract

This research study was conducted to ascertain the relationship between e-service operations strategies and performance of the tourism firms in Nairobi, Kenya. The objective of the study was, to determine e-service operations strategies used by tourism firms in Kenya and to establish the relationship between e-service operations strategies and the performance of the tourism firms. The problem statement explains why the research was necessary. The research seeks to assist policy and decision makers to base their decisions on empirical evidence. The research design involved a sample of 35 tourism firms in Nairobi. Collection of data was done using questionnaires that ware distributed through “drop and pick” technique. Collected data was analyzed employing MS excel and SPSS version 20. The research finding revealed that there is a significant relationship between e-service operations strategies and firm performance explained by the four independent variables quality enhancement strategy, cost reduction strategy, service flexibility strategy and service delivery speed strategy. The study also shows that most of the firms used cost minimization strategy. This was in agreement with the other studies carried out on service operations and firm performance as shown in chapter two under review of the literature. The study only concentrated on the tourism firms in Nairobi. The researcher recommends further research on realigning the various e-service operations strategies