Predictors of Digitalisation among Restaurant Customers in Kampala District during the COVID-19 Period.
| dc.contributor.author | Mbabazi, Sheilla | |
| dc.date.accessioned | 2024-07-19T07:20:27Z | |
| dc.date.available | 2024-07-19T07:20:27Z | |
| dc.date.issued | 2023 | |
| dc.description | A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN A). | |
| dc.description.abstract | The study examined the relationship between perceived usefulness, perceived ease of use, attitude towards usage, and digitalization amongst restaurant customers in Kampala, Uganda. The study adopted a cross-sectional descriptive and analytic survey design that involved 384 study participants. The results indicate that perceived usefulness, perceived ease of use, and attitude toward usage significantly contribute to digitalization. Perceived ease of use and perceived usefulness also play crucial roles in shaping employees' attitudes toward digital technology usage. Positive attitudes act as mediators between perceived usefulness, perceived ease of use, and the firm's digitalization. Additionally, perceived usefulness mediates the relationship between perceived ease of use and attitude toward usage. The study concludes that; customer beliefs about the value and usability of digital technologies, along with their attitudes toward using them, significantly impact the extent of digitalization within restaurants. When customers perceive digital tools as valuable and user-friendly, they are more inclined to adopt and integrate these technologies into their daily tasks. Encouraging favourable employee attitudes can drive the successful adoption of digital initiatives. customers' belief in the utility of digital tools is influenced by their ease of use, thereby impacting their overall attitude toward employing them. The study recommends that to enhance the restaurant's digitalization process, management should prioritize increasing employees' perception of the usefulness of digital technologies through training, workshops, and communication campaigns. Additionally, investing in user-friendly interfaces and seeking continuous feedback from employees will positively impact their attitudes toward using digital tools. Managers should lead by example by actively demonstrating their support for digital tools to influence employees' perceptions and attitudes. The study encountered challenges in obtaining a representative sample of restaurant customers due to difficulties reaching less tech-savvy and digitally inaccessible individuals, leading to potential selection bias. Also, controlling for contextual factors, confounding variables, and generalizing findings beyond the specific location and time frame posed additional difficulties. Areas for further research include conducting longitudinal studies to track long-term changes in digitalization behavior post-COVID-19, comparative studies to understand contextual influences on digital adoption, and complementing quantitative data with qualitative research methods for deeper insights. | |
| dc.identifier.citation | Sheilla, M (2023) Predictors of Digitalisation among Restaurant Customers in Kampala District during the COVID-19 Period .Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12282/4934 | |
| dc.language.iso | en | |
| dc.title | Predictors of Digitalisation among Restaurant Customers in Kampala District during the COVID-19 Period. | |
| dc.type | Thesis |