The purpose of this study was to determine the effects of mobile technology on e-service quality among selected hospitality firms in Nairobi County, Kenya.

1. EFFECTS OF MOBILE TECHNOLOGY ON E-
SERVICE QUALITY: A CASE STUDY OF
SELECTED HOSPITALITY FIRMS IN NAIROBI
COUNTY, KENYA
PRESENTED BY
ERIC KABUKURU WANG’OMBE
SUPERVISED BY MR. JAMES KAMWEA (LECTURER MOI
UNIVERSITY)
BHM/03/13

2. BACKGROUND OF THE
STUDY
• Mobile technology is the technology used for cellular
communication.
• E-service quality can be defined as overall customer
evaluations and judgments regarding the excellence
and quality of e-service delivery in the virtual
marketplace (Lee and Lin, 2005).
• Hilton Worldwide has taken advantage of this by
offering guests the ability to check in and out, select
their room, check maps and make extra requests or
purchases all from their smartphones. (Phil, 2015).

3. PROBLEM STATEMENT
• Mobile technologies are developing rapidly, so it would not be wise to
ignore them. Unfortunately, many hospitality managers are not aware of all
the opportunities mobile technologies present for enhancing guest
engagement, improving their satisfaction and increasing their spending.
• Very few hotels in Kenya have realized and utilized this vital technological
advancement. As a result very minimal content exists about hotels in
Kenya that are utilizing this technology. Therefore, there exists a gap in the
industry about the importance of application of mobile technology and how
it can be done in the hotel, which needs to be met timely.
• Despite the various efforts put by hotel establishment there still exists a
very wide gap between what has been achieved through mobile technology
in e-service quality and what could potentially be applied to attain the best
from mobile technology.

4. PURPOSE ,OBJECTIVES AND SCOPE OF
THE STUDY
• The purpose of this study was to determine the effects of
mobile technology on e-service quality among selected
hospitality firms in Nairobi County, Kenya.
• Research objectives- To assess how mobile websites affect e-
service quality, to examine how native mobile applications
influence e-service quality and to find out the challenges faced
in implementing the use of mobile technology in hospitality
firms in Kenya.
• Scope of the study-The researcher focused on mobile
websites, mobile applications, challenges faced in
implementing the use of mobile technology and how these
mobile technology aspects affect e-service quality in the
selected hospitality firms.

5. CONCEPTUAL FRAMEWORK
Independent Variables
Dependent Variable
1.0
2.0
3.0
4.0
Figure 1.1: Conceptual framework
Mobile Websites
• Mobile Usability
• Mobile Search Engine
Optimization
• Responsive web design
• Mobile Content
E-Service Quality
• Customer Satisfaction
• Customer Loyalty
• Customer Experience
• Competitiveness
Native Mobile Applications
• Accessibility
• Reviews and Social Media
• Application Usability
• Application Design
Challenges
• Privacy
• Insecurity
• Lack of Integration with other
systems

6. Area of study It was conducted in Nairobi City in Nairobi County,
Kenya
Research Design Descriptive research design
Target population (400) Customers, (6) Managers*-Key Informants
Sample size (40) Customers, (6) Managers*-Key Informants
Sampling Procedures • Purposive Sampling-Nairobi City.
• Purposive Sampling-Hellofood, Ole Sereni
Hotel and Jacaranda Hotel.
• Purposive Sampling-Managers in Marketing
and IT Departments.
• Purposive sampling - Customers using
mobile technology.
Data sources and types Primary and Secondary Data
Data collection instruments Online Questionnaires and Interview Schedules
Testing for validity Researcher used a pilot study in Hotel Horizon,
Eldoret, Kenya.
Data Analysis Descriptive Statistics with the help of Statistical
Package for Social Sciences (S.P.S.S) and Ms-
Excel
Data Presentation Bar Graphs and Pie Charts
RESEARCH METHODOLOGY

8. Do mobile websites affect e-
service quality?

9. Effect of mobile websites on
e-service quality

10. Do native mobile applications
affect e-service quality?

11. The effect of native mobile
applications on e-service quality

12. E-service quality

13. Challenges faced in implementing the use of
mobile technology
• Privacy- A majority of the managers who were interviewed did not see privacy
as a challenge when implementing mobile technology. They indicated that the
customer is more concerned about the delivery of service and as such it is an
unconscious to the customers.
• Security- From the interviews results, the managers from the hotels indicated
that security was a challenge to customers and it they emphasized that
inadequate security measures had been put in place to counter issues to do with
cyber-attacks.
• Integration with other systems- They emphasized that the technology is
incompatible with the main hotel systems like property management systems
and financial management systems as such does not benefit operations entirely.

14. Conclusion
• From the discussion, it is clear that mobile technology does affect e-service quality in the situation of the
hospitality industry in Kenya.
• The information acquired from the interviews also clearly established that mobile websites improve access,
are easy to use, enhance the visibility of organizations and supports the interactivity with both institutional
and individual customers.
• Managerially, n customer satisfaction, managers should assess a customer’s overall judgment that a
product or service provided (or is providing) a pleasurable level of consumption-that gives fulfillment.
• For customer experience, customers receive what they thought they ordered based on the display and
description provided on the website; and/or delivery of the right product at the right price (i.e., billed
correctly) in good condition within the time frame promised.
• Mobile technology yet to be fully embraced by the hospitality and this means that the first adopters will be
more advantaged in their service offering.
• Overall, the measures of e-service quality work in synchrony.
• The challenges identified in implementing the use of mobile technology in the hospitality sector in the
selected hospitality firms were insecurity, integration, timing and adaptability, creating awareness,
reliability and costs of maintaining the technology.
• The solutions identified were the use of social media and search engine optimization marketing to create
awareness, adapting to the different trends and times and integration of mobile technology with hospitality systems by
developers.

15. RECOMMENDATIONSIntegration of mobile technology
Further research and development needs to be done on mobile technology in relation to the
hospitality systems like property management systems and catering systems.
Embracement of mobile payments
With the significant increase in mobile commerce, it is upon hospitality firms to embrace mobile
payments as this increase will increase numerous benefits in terms of customer relationship
management, higher sales, convenience and ease of use. Here in Kenya, hotels should offer
services like Lipa Na MPESA that is offered by Safaricom.
Creation of awareness on the use of mobile technology
Hospitality firms should undertake aggressive marketing to create awareness on the introduction
of mobile technology so as to increase receivership in the market and therefore reap the benefits
that come with embracing mobile technology.
Use of push notifications
The use of push notifications in mobile devices enables easier communication between the
customer and the firm. They can be used to inform guests quickly on available promotions.
However, one should aim to be as relevant as possible.
Implement analytics in mobile technology
This will enable hospitality firms to better understand their customers and thus accelerate mobile
app delivery and improve end-user experience. This will in the long run enable better decision
making in the organizations

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