AWARENESS AND PERCEPTION OF CUSTOMERS TO ORDER FOOD FROM THE HOSPITALITY INDUSTRY VIA ONLINE IN OWERRI COSMOPOLITAN

ABSTRACT

This research work evaluates the awareness and perception of customers to order food from the hospitality industry via online in owerri cosmopolitan. The managers, guests and staff of the hospitality industry formed the population of the study. Survey design was used, a sample size of 327 was use, questionnaire were distributed to the respondents, the entire questionnaires were completely returned. Data for this study was generated using questionnaire and personal interview. Frequencies and simple percentage were used to analyse the data generated. Recommendations were given to the effect that the result will assist owerri hotel and fast food managers in improving the service; facilities offered to their guests, as well as their patronage and competitive advancement. ﾿

TABLE OF CONTENT

Title page ﾿ i

Certification page ﾿ ii

Approval page ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of content ﾿ vi

List of tables ﾿ ix

CHAPTER ONE

1.0 ﾿ INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ STATEMENT OF THE PROBLEM ﾿ 3

1.3 ﾿ OBJECTIVES OF THE STUDY ﾿ 4

1.4   RESEARCH QUESTION ﾿ 4

1.5     SIGNIFICANCE OF THE STUDY ﾿ 5

1.6 SCOPE OF THE STUDY ﾿ 5

CHAPTER TWO

LITERATURE REVIEW

2.0 ﾿ INTRODUCTION ﾿ 6

2.1   CONCEPTUAL FRAME WORK ﾿ 6

2.1.1 ﾿ Medium ﾿ 7

2.1.2 ﾿ Consumer ﾿ 7

2.1.3 ﾿ Product ﾿ 8 

2.1.4 ﾿ Firm ﾿ 10

2.1.5 ﾿ Environment ﾿ 12

2.2 Theoretical Framework ﾿ 13

2.2.1 The Theory Of Planned Behavior ﾿ 13

2.3 ﾿ Forming Beliefs About Shopping For Food Via The Internet/Telephone: 

The Influence Of Lifestyle ﾿ 14 

2.4    Online Food Ordering ﾿ 15

2.4.1   Online Food Ordering In The Hospitality Industry ﾿ 16

2.4.2      Characteristics Of Online Review ﾿ 17

2.4.3    Typology Of Online Food Ordering ﾿ 19

2.5    Review Of Related Empirical Studies ﾿ 21

2.5.1 Research On Guests’ Perception Of Hotel Experience ﾿ 27 ﾿

2.5.2 RESEARCH ON POST PUSCHASE INTENTION ﾿ 29

CHAPTER THREE

3.1 MATERIAL AND METHODS ﾿ 32

3.2 RESEARCH DESIGN ﾿ 32

3.3 AREA OF STUDY ﾿ 32

3.4 POPULATION FOR THE STUDY ﾿ 33

3.5 SAMPLE AND SAMPLING TECHNIQUES ﾿ 34

3.6 INSTRUMENT FOR DATA COLLECTION ﾿ 35

3.6.1 DATA SOURCES ﾿ 35

3.7 RELIABILITY OF THE INSTRUMENT ﾿ 36

3.7.1 VALIDATION OF THE INSTRUMENT ﾿ 36

3.8 DATA COLLECTION TECHNIQUE ﾿ 36

3.9   DATA ANALYSIS TECHNIQUES ﾿ 37

CHAPTER FOUR

4.0     DATA PRESENTATION AND ANALYSIS

4.1 DATA ANALYSIS AND INTERPRETATION ﾿ 38

4.6 FINDINGS OF THE STUDY ﾿ 57

4.7 DISCUSSION OF FINDINGS ﾿ 58

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 SUMMARY ﾿ 62

5.1.1 RESTATED OF PROBLEM ﾿ 63

5.1.2 DESCRIPTION OF PROCEDURES USED ﾿ 63

5.1.3 ﾿ MAJOR FINDING ﾿ 63

5.2 ﾿ CONCLUSION ﾿ 64

5.3 ﾿ RECOMMENDATION ﾿ 64

5.4 SUGGESTION FOR FUTURE RESEARCH ﾿ 65

5.5    CONTRIBUTION TO KNOWLEDGE ﾿ 66

REFERENCES ﾿ 67

LIST OF TABLES

Table 4.1 Distribution of questionnaire based on location ﾿ 38

Table 4.1.1 Distribution of questionnaire based on location ﾿ 39

Table 4.2 distribution of respondents based on sex ﾿ 40

Table 4.3 Distribution of respondents Based on Age ﾿ 40

Table 4.4 Distribution of respondents based on religious status ﾿ 41

Table 4.5 Distribution of respondents based on marital status ﾿ 42

Table 4.6  Distribution of respondents based on Educational level ﾿ 43

Table 4.7 Distribution of respondents based on year the selected hotels

were established ﾿ 44

Table 4.8, what communication channel does your hotel use when it was 

established ﾿ 45

Table 4.9  Distribution of channel of communication hotels use now ﾿ 46

Table 4.10 Distribution of year starts using online food ordering ﾿ 47

Table 4.11 What are the problems with the use of online channel in your hotel ﾿ 48

Table 4.12a what are the benefits and challenges of online food ordering ﾿ 49

Table 4.12b what are the benefits and challenges of online food ordering ﾿ 51

Table 4.13 What are the online food ordering strategies to effective 

Competition ﾿ 52

Table 4.14a What channel of communication did you use to communicate to 

the hotel ﾿ 53

4.14b which channel of communication do you prefer ﾿ 54

4.14c Guest overall perception on the use of online food ordering by the 

hotels ﾿ 55

4.14d  Post purchase intention on the use of online food ordering mouth ﾿ 56