EFFECT OF ELECTRONIC ORDER AND DELIVERY ON THE PERFORMANCE OF RESTAURANT BUSINESSES IN RWANDA: CASE OF KENTUCKY FRIED CHICKEN (KFC) FOOD OUTLET

Abstract

This study investigates the impact of electronic order and delivery on the performance of restaurant businesses in Rwanda, focusing on Kentucky Fried Chicken (KFC) outlets. With the rapid evolution of digital technologies, electronic marketing has emerged as a critical tool for enhancing customer engagement, brand visibility, and sales performance in the restaurant industry. This research is significant as it delves into the critical intersection of e-commerce and the restaurant industry, offering insights vital for the industry's sustainability and growth. By uncovering the relationships between digital commerce and restaurant operations, the findings can guide strategic decision-making, optimize business strategies, and contribute to the advancement of the restaurant sector. The study drew upon theoretical frameworks such as the Resource-Based View, Technology Acceptance Model, Institutional Theory, and Service Quality Theory. Employing a descriptive research design, the study targeted 119 employees from KFC in Rwanda, utilizing a census sampling technique due to the manageable population size. Data was collected through semi-structured questionnaires and analyzed quantitatively using the Statistical Package for Social Science (SPSS) version 25 tool. Descriptive analysis, regression analysis, and correlation analysis were employed to elucidate the nature of the relationships between variables and provide insights into the impact of electronic commerce on restaurant performance. The regression analysis results indicate that electronic order and delivery services (β = 0.404, p < 0.001) have statistically significant positive coefficients, suggesting they strongly influence restaurant performance in Rwanda. The study concludes that electronic order and delivery services significantly enhance the performance of restaurants in Rwanda, exemplified by KFC outlets, highlighting their role in improving efficiency and customer satisfaction in the competitive market landscape. These findings underscore the strategic importance of embracing digital technologies to remain competitive and meet evolving consumer expectations in the restaurant industry. Based on the study's findings, it is recommended that KFC and similar restaurants in Rwanda further invest in optimizing their electronic order and delivery systems to capitalize on their significant positive impact on performance. This includes improving technology infrastructure, enhancing user interfaces, and continuously monitoring customer feedback to ensure satisfaction and efficiency.