Changes in Technology and Performance of E-services Online Store in Kenya

Abstract

E -Services Online Store in Kenya operates in an environment of continuous technological changes. These changes have compelled the need to bring about responses that can address performance in the midst of turbulence. Several technological advancements have been on a continuous basis in the ecommerce space and this study sought to analyze the technological changes and explore its effect on performance. The research was guided by the technology acceptance model, the diffusion innovation theory and the resource-based theory. The research employed the qualitative research design targeting top management officials namely the CEO, strategy manager, business manager, ICT manager, risk manager marketing manager and operations manager. During the case study process, data was collected using interview guides that were personally carried by the researcher. The collected data was cleaned and subjected to content analysis to make conclusions and recommendations. The findings revealed that changes have occurred in various areas of technology application ranging from the use of social media platforms to introduction of various applications to enhance the capabilities of the E -Services Online Store platform. This include the use of business intelligence and analytics for reporting, use of integrated systems and On Time Passwords (OTP) to enhance security, the use of virtual internet to respond to customer needs, contactless deliveries, E -Services Online Store and AWS among others. These changes have been implemented to respond to the changing customer need and to survive in the constantly evolving technological environment. The changes in technology were found to have affected various functional areas in the organization such as human resource, finance, production, culture and infrastructure as well as the management structure. Whereas technological changes have been attributed to improvements such as increased innovation, broader customer base and increased sales, other performance indicators such as profitability were found to be in a deep. The study recommends investing in technology strategically to maintain positive performances. Since E -Services Online Store Kenya is undisputedly the leading e-commerce platform in the Country, it should optimize on the existing technologies to reap maximum benefit rather than spending resources and attempting to adopt technologies that may not translate to verifiable results in the Kenyan market. Secondly, to ensure high employee retention, the company should innovate new areas of production and service offerings to create more jobs hence retaining the best talent and adopt a practical return policy that is friendly to customers to ensure continued customer satisfaction.