Title: E-commerce service quality influence on domestic tourists satisfaction in Tanzania: a pursuit to sustaining tourism growth amid COVID-19 pandemic

Authors: Juma James Masele; Hamza Mrisha; Tibesigwa Warren

Addresses: Department of General Management, University of Dar es Salaam Business School, Dar es Salaam, Tanzania ' Universe Auditors and Tax Consultations, 4th Floor NHC Mavuno House, Azikwe Street, P.O. Box 31922, Dar es Salaam, Tanzania ' Department of Management Science, Makerere University Business School, Kampala, Uganda

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.

Keywords: COVID-19; customer satisfaction; domestic tourism; ecommerce; e-services quality; sustainable tourism.

DOI: 10.1504/IJDCET.2023.129024

International Journal of Digital Culture and Electronic Tourism, 2023 Vol.4 No.2, pp.171 - 188

Received: 31 Jul 2022
Accepted: 05 Dec 2022
Published online: 14 Feb 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article