E-commerce service quality influence on domestic tourists satisfaction in Tanzania: a pursuit to sustaining tourism growth amid COVID-19 pandemic
by Juma James Masele; Hamza Mrisha; Tibesigwa Warren
International Journal of Digital Culture and Electronic Tourism (IJDCET), Vol. 4, No. 2, 2023

Abstract: This paper assesses the influence of e-commerce service quality on domestic tourists' satisfaction in Tanzania. This was important following closure of international tourism amid COVID-19. A multiple regression analysis to data collected from 150 local tourists in Dar es Salaam assessed influence of variables (reliability of e-services, perceived transaction security, responsiveness of e-services, and e-service ease of use) on customer satisfaction. Findings reveal variables' positive and significant influence statistically at p < 0.05. This implies that domestic tourists' satisfaction through e-commerce service quality in Tanzania is facilitated by reliability of e-services, perceived transaction security, responsiveness of e-services and e-service ease of use. Tourism managers need to ensure that all important pre-requisites necessary for tourism e-service quality provision are in place. The government and other responsible stakeholders need to invest in facilitative digital facilities to ensure optimal e-service quality are reliable at all times.

Online publication date: Tue, 14-Feb-2023

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