FACTORS INFLUENCING HOME DELIVERY SERVICE IN HOTELS WITHIN

ELDORET TOWN

EMMANUEL WAMBUA

A RESEARCH PROPOSAL SUBMITTED TO THE UNIVERSITY OF ELDORET IN

PARTIAL FULFILMENT FOR THE REQUIREMENT OF THE AWARD OF A
BACHELORS DEGREE IN
 CHAPTER ONE

1.1 Background of the Study

Home food delivery service is the process of providing food to customers from hotels to their

homes or to their business premises which is done either manually or even online. According to

Chen (2014), home delivery service is based on the pattern and behavior of customers from

different stores. It is a simple method that the customer calls or sends message requesting certain

food as per the need and it is provided within the time frame as given. Lim (2010) argues that

while the quality of food and service is paramount, quick delivery of food ordered contribute to

even a greater level of overall satisfaction of the customer and his/her subsequent patronage.

Chen further stresses that delivery factors in the restaurant have a huge impact on the emotional

responses and behavior of customers.

In ordering of food by customers in hotels is determined by different factors especially home

delivery service which is a new concept by the hotel management is introducing such as cost of

food which is based on food ordering portal where is how food is ordered through online by a

customer clicking on a hotel portal and also packaging costs is a major indicator it depends on

the type of item used to package the cuisine order (Gofron, 2015). Another determinant is

distance to customer where is based on address system which refers to the place the customer is

and is ordering from and traffic system it is the distance from the hotel and to where the

customer is (Warde and Martens, 2017). In addition delivery models is also a factor where is

measured based on modes of payment which is the form in which the customer pays for the food

in terms of cash, credit cards, Mpesa among others and digitalization of menus is another

indicator which refers to the menus which are in the food ordering portal. Moreover hotel
policies is also a factor where is measured based on the license for home delivery where the hotel

has a permit for delivering food and also has a certificate for food handling (Finkelstein, 2016).

Worldwide, the market for food delivery stands at €83 billion, or 1 percent of the total food

market and 4 percent of food sold through restaurants and fast-food chains. It has already

matured in most countries, with an overall annual growth rate estimated at just 3.5 percent for the

next five years (Salomon, 2017). The business of delivering restaurant meals to the home is

undergoing rapid change as new online platforms race to capture markets and customers across

the Americas, Asia, Europe, and the Middle East. Although these new Internet platforms are

attracting considerable investment and high valuations already, five are valued at more than $1

billion little real knowledge about market dynamics, growth potential, or customer behavior

exists (McKinsey, 2015).

By far, the most common form of delivery is the traditional model, in which the consumer places

an order with the local pizza parlor or Chinese restaurant (although many other kinds of

restaurants, particularly in urban areas, now offer delivery) and waits for the restaurant to bring

the food to the door. This traditional category has a 90 percent market share, and most of those

orders almost three-quarters are still placed by phone (Malhortra, 2014). However, as in so many

other sectors, the rise of digital technology is reshaping the market. Consumers accustomed to

shopping online through apps or websites, with maximum convenience and transparency,

increasingly expect the same experience when it comes to ordering dinner (Mintel, 2015).

In Africa, the practice of home food delivery has been widely adopted. South Africans for

example have truly embraced online food delivery. They are all about finding easy and reliable

ways to discover the food they love at the push of a button, (Allenberg, 2016). The service
widely known as UberEats, operates in Cape Town, Johannesburg and Pretoria, has more than

700 restaurants on its platform and aims to expand to other cities in sub-Saharan Africa.

Uganda’s appetite for great food leads to growth of its online food delivery industry.

TakeAwayUG is part of the home delivery Group which is online food delivery service in

Uganda. They have 11 major restaurants in town listed including the The Bistro, Prunes and The

Soundcup. Studies confirmed that they work with more restaurants than are listed on their

website. Signing up was also easy but they couldn’t take orders that were less than 20,000 Ugx

(Ray and Chapman, 2015).

Takeaway orders from Middle Eastern and North African restaurants have increased three-fold

over the last three years, supported by a dramatic increase in popularity for culinary options

(relatively) new to the British high street orders for Syrian takeaway food have increased ten-fold

since 2014, for example. Takeaways are also responding to consumers as they become

accustomed to the greater convenience and flexibility offered through new online platforms.

Restaurants report a substantial increase in orders outside of traditional mealtimes – 39% of

takeaways have seen an increase in such orders since using online apps.

The Kenyan restaurant business scene has witnessed a radical transformation. Not only have new

foreign entrants come in, but also a revolution in the strategies that the existing players employ

in gaining their competitive advantage (Mutinda, 2013). Most of the restaurants have engaged in

aggressive promotional campaigns while others have decided to venture on specific niche of the

market through by order deliveries. Takeaways as it are popularly known restaurants sit at the

heart of high streets and communities, and are an engine of economic growth. From familiar

names to small, independent restaurants, takeaways are embracing new technologies and

adapting rapidly to consumers’ appetite for better food and greater choice (Aguko, 2014).
1.2 Statement of the Problem

Despite the growing advantages of home service delivery of food to the hotels/restaurants and

also to the customers, there is still slow growth of the service in Kenya and especially in Uasin

Gishu County-Eldoret town. Hotel owners still serve their customers right in their hotels. Those

start ups of home deliveries in the recent times have failed due to reasons understood by

restaurant or hotel owners (Otieno and Kerubo, 2016).

Viewed from the customers' perspective, Anderson and Fornell (2000) assume that businesses

exist and compete to satisfy the customers. A satisfied customer will become a repeat customer

and this could in turn grow a business. Following this general business imperative therefore it

means that a satisfied customer will have a critical effect on the long-term success of restaurant

business. A satisfied restaurant customer will remain loyal to an outlet or restaurant business and

continued patronage can follow a global pattern.

Strategies which have been used to restore home delivery services have since failed. The ever-

changing food environments have rendered most hotel owners to venture into strategies which

assist them to make profitable businesses. However, psychologically customers aren't ready to

pay high delivery fees on food which are added to the delivery menu. Hotel/restaurants also incur

a big monetary expense is in recruiting delivery driver. These costs keep piling up as the

company grows. It is therefore against this problem that the study seeks to assess the factors

influencing home delivery service in hotels within Uasin Gishu County.

1.3 Objectives of the Study

The study will be guided by the following study objectives;

 i) To determine the influence of food costs on home delivery service in hotels within

Eldoret town.
ii) To determine the influence of distance of customer on home delivery service in hotels

within Eldoret town.

iii) To assess the influence of delivery models on home delivery service in hotels within

hotels in Eldoret town

iv) To establish the influence of hotel policies on home delivery service in hotels within

Eldoret town

1.4 Conceptual Framework

The study will be guided by the following conceptual framework. The dependent variable will be

the success of home delivery services while independent variables will be the factors influencing

the delivery.
Independent variables Dependent variable

Factors Home delivery service

Cost of food
Food ordering portal
Packaging costs

Distance to Customer
Address system Home delivery service
Traffic system
Food delivered on
time

Delivery models Quality food

Modes of payment
Satisfied customer
Digitalization of
menus

Hotel policies
License for home
delivery
Food handling
regulations

Source: Researcher, 2018

 CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction

This chapter reviewed literature related to studies on home delivery services in hotels. The

review focused on the aspects of delivery costs, distance to customer, delivery models and

government policies as discussed in sections below.

2.1 Delivery costs

2.1.1 Ordering portal

Online ordering food economy allows users to apply a single tap of their mobile phone to order

from a wide array of restaurants, (Ridley and Diana, 2012). Online ordering, as a wonderful

platform to provide expanding choices and conveniences over the last decade, it allows increase

customer stratification and engagement has a long way since 1999, as well as the use of mobile

order has been rise rapidly. However the costs of coming up with ordering portal is not known.

As the growing statistics could reflect the trend of the further online food delivery already make

also more convenient and prevalent way than offline, and it could also account for 65%market

share, the more straightforward reason is that innovation app design make people life more easy

and reflect a comfortable or high-tech lifestyle (Prabhu, 2016). So, the more effective design is

aim to make sure that system accurately matches the demands or intention of users, and as the

food delivery take their own place through the rapidly spreading around the world. And the next

is that communicate value in messaging, which is described system should contain the reminder

if the system have some features shift, at the least, those message may give some value for this

open APP, and the exchange between value is crucial to receive the new customers, even

sometimes, remaining the existing user is cheaper way. Finally, adjusting inside of app design
could as visual sense to affect customer satisfaction, and the main elements is contain about

pictures, words, colours, icons and negative space.

According to the data of Analysys.cn, the volume of online food delivery service transactions

exceeded 15 billion yuan in 2014 and reached 45.78 billion yuan in 2015. The latter is almost

three times as much as that of the former. In addition, the data of China Internet Network

Information Center (CNNIC, 2016) shows that the number of online food delivery service users

reached 114 million and among which about 104 million users order online food delivery service

by mobile phone by December 2015. At the same time, the number of online shoppers in China

is 413 million and about 340 million of them do online shopping by mobile phone. In other

words, about 1/4 online shoppers are online takeaway service users.

Since the market of online food delivery service is highly competitive, most of online food

delivery platforms have been eliminated after the fierce competition. Some VC-backed platforms

survived, which hold the major part of the market share. According to the report of sootoo.com,

by the end of 2015, Meituanwaimai occupied 32.2% of the market share of online food delivery

service; Eleme occupied 27.1% and Baiduwaimai occupied 12.6% of the market share.

Meituanwaimai was founded in 2013, which is now the largest online food delivery platform. By

the end of 2015, its service covers about 300 cities in China. It has almost 1 million partner

restaurants. Its target users are not only college students, but also white collars.

Eleme, founded in 2009, who has been in fierce competition with Meituanwaimai, is now the

second largest online food delivery platform in China. So far its service covers over 300 cities. It
has over 500 thousand partner restaurants and 40 million registered users, who are mainly

college students. Baiduwaimai was founded in 2014. Its service covers more than 100 cities at

present. It has 30 million users. Its target users are mainly white collars. Mullany(2016) studies

planning ahead for optimal app experience is the first way to understanding which features are

most valuable for users to care about, and this step is aim to guarantee this mobile application is

worth to open. In another study, Freemans (2014) state that in most conditions, the user’s sense

of enjoyment has directly functioned to trigger the further ordering food impulse. The

particularity of visual optimization will play the important role for users have healthy and

enjoyment way to use it, this design should be lies in the redesign of the design basis. This means

that many data reviews can be obtained from the original version, and the user has the attitude of

the current original visual design, or like, or habits, or tired, these are the points to consider when

doing optimization of APP.

Sinha (2017) illustrate psychological customers are not ready to pay for expensive food

transportation costs. (DoorDash edits 20% more restaurant listings in the restaurant menu, so

customers will not be "starved of stickers").on the contrast, it will also be a problem if spent a lot

of money on hiring delivery driver. These costs continue to grow as the company grows.

Lora (2016) has proven that remove the rush increase customer loyalty, improve restaurant

branding, increase flow of orders and minimizes errors during processing orders are more

important technology that the system are desirable to have, in some case, the right direction

ordering system software is the solution to allow user apply and enjoy a steady flow of online

orders.
Also as the research show over 50 percent people just want to use the app roughly once a month.

Design simpler and valuable information of app is other problem that could make user friendly.

2.1.2 Website Design

Website design deals with emotional appeal, balance, uniformity and aesthetics of the website. It

includes colour, shapes, photography, or even the font style (Garrett, 2003). Some research

suggests positive association between trust and aesthetic beauty of the websites (Karvonen,

2000) although a few of them show significant association between these two (Wang and

Emurian, 2005). However, all empirical studies show the positive stance in terms of the

relationship between enjoyable user experience and website aesthetics (Tarasewich, 2003).

According to McKinney et al. (2002), “No matter how thorough the information content of a site

is, a customer who has difficulty in searching and getting the needed information is likely to

leave the site” (p. 308).

2.1.3 Payment System

Online shoppers are known for low tolerance (Chen and Chang, 2003) for system feedback. On

average, online shoppers only wait for eight seconds before leaving (Dellaert and Kahn, 1999). A

web page design should consider appearance, functionality and loading time (Weinberg,

2000). Therefore, trustworthy website design should save the customers’ transaction time.

Otherwise, the customers may hesitate to use the website’s payment system. If the company’s

website is considered equivalent to characteristics of a salesperson, then the former should

embody characteristics of the salesperson such as expertise (Crosby et al., 1990; Doney

and Cannon, 1997) and likeability (Hawes et al. 1989; Doney and Cannon, 1997) which are
positively associated with customer trust in the salesperson and the company (Doney and

Cannon, 1997; Friedman et al., 2000; Tan and Thoen, 2000-2001). During information search,

information quality, website design, security and payment system play important roles in

determining customers’ trust in their online experiences.

2.1.4 Packaging

Packaging has a vital role to play in containing and protecting food as it moves through the

supply chain to the consumer. It already reduces food waste in transport and storage, and

innovations in packaging materials, design and labelling provide new opportunities to improve

efficiencies. Product protection needs to be the primary goal for packaging sustainability, and

sometimes this requires trade-offs between packaging and food waste.

All foods must be delivered to consumers in a way that ensures that they do not become unsafe

or unfit to eat. Foods that need refrigerating must be kept cool while they are being transported.

This may need to be packed in an insulated box with a coolant gel or in a cool bag. Food sent by

post needs to be sent to consumers in packaging that is strong enough to remain intact. Once

sent, the food should be delivered as quickly as possible, ideally overnight. When the order is

made, the consumer must be told when they can expect delivery.

Consumers now demand fresh and processed foods all year round, often sourced globally, in a

form that is safe and convenient. A combination of different materials are used in primary and

Secondary/tertiary packaging to contain, protect, preserve, distribute and sell each food item.

The important role that packaging plays in the global food supply chain is often underestimated,

but includes ‘to protect the product; promote the product; provide information on product usage,

health and safety, disposal etc.; enable the convenient transportation and usage of the product;
allow utilization of the product through the supply chain; and support efficient handling of the

product, again, throughout the supply chain (Wikstrom, 2013).

Packaging can have a large impact on sustainability. Previous studies show that packaging can

account for a significant amount of greenhouse gas emission. For example, Van Loon et al.

(2014) shows that if 100g cardboard packaging is used this can result in 181g CO2 equivalent.

Cardboard bags only have a small impact, since the average weight of a bag is only 8g. This

results in 11g CO2 equivalent per bag. This is an example of environmental sustainability effects

of packaging.

Seuring (2013) reviewed 309 sustainable supply chain management papers. These papers are

published between 1990 and 2010. Only 36 of these papers apply quantitative models. The

existing modelling approaches for sustainable supply chain management can be classified into;

life-cycle assessment (LCA) based models, equilibrium model, multi-criteria decision making

and application of the analytical hierarchy process (Seuring, 2013).

The food provision in Sweden can be managed either by the public sector or by a private

entrepreneur, in both cases the main responsibility for the service still belongs to the

municipalities (Mattsson Sydner & Fjellström, 2007). Ready-made meal boxes can be distributed

warm, chilled or frozen and delivered either by the entrepreneur or by the Home Care Service.

The menu variation, amount of alternative dishes for the older adults to choose from, but also

portion sizes and condiments differs between the distributors (Mattsson Sydner & Fjellström,

2007). The meals might also have to be complemented with condiments, fruit, fresh vegetables,

bread and desserts according to NFA (2011b).

2.2 Distance to Customer

Locations of customers must be accessible to the potential target group of online deliveries. A far

distance has a negative effect on the decision of delivery to the customer. customers located in

the centre of city benefit from their next door to remote customers.

Online food ordering satisfies the needs of busy individuals living in the city who place their

order online and receive delivery within a few minutes. Prior studies on food ordering have

investigated the determinants of trust, satisfaction and loyalty mostly in the offline consumer

environment. However, researchers have recently discovered that the online environment offers

great opportunities for interactive and personalized marketing (Burke, 2002). Unlike the

offline environment, the online environment (Wind and Rangaswamy, 2001) offers more

opportunities for interactive and personalized marketing. The Internet provides an impulsive

shopping channel (Phau and Lo, 2004). Customers can easily search the competitive

providers that match their expectation (Singh, 2002), besides receiving input from peers

through interactive media such as blogs, Facebook and Twitter) in making purchase decisions

(Herring et al., 2005; Bernoff and Li, 2008).

In the e-commerce environment, the time of delivery plays a crucial role in satisfying and

retaining customers therefore distance is determined. Dholakia and Zhao (2010) found that

timing plays an important influence of food delivery. Influence by distance was investigated,

however, there was no literature linked to home service delivery, therefore the study seeks to fill

the gap.
2.3 Delivery models

Yrjölä (2003) introduces a hybrid model that combines distribution centre and store-based

picking as an opportunity to create gradual low-risk growth in the e-grocery business. In the

hybrid model, supermarkets are redesigned by dividing the floor space into to Local Distribution

Centre and supermarket areas. This is how order picking and home deliveries can be carried

out more effectively than in a conventional supermarket.

One of the important characteristics of the hybrid model is that grocery products in a

supermarket are initially divided into three categories based on sales volume. Products in

class A are high volume goods that are not stored in the supermarket but can be ordered

directly to the Local Distribution Centre from the producers. The orders can be made

according to the customer's online orders. Class B products have some inventory in the

supermarket, and the picking operations may be manual or automated depending on the

sales volume. The products in class C are low volume goods that use the supermarket as an

inventory, and picking is done manually from the supermarket shelves.

Odesser-Torpey (Odesser-Torpey, 2008) reports that most of the Americans hate waiting for an

order. Therefore, they prefer self-service technology, which can be in form of text messaging, the

internet and kiosk. Usually, the customer prefers self-service because of speed and convenience

in making order and transaction while minimize the miscommunication. He also mentioned that

self-activated terminals are more likely to serve as ordering innovation in the future. The

implementation of alternative ordering can increase check size, free up counter staff that need to

serve customers and take money handling out of service equation.

Bhatnagar (Bhatnagar, 2016) mentioned that the innovation of kiosk and computerized table top

ordering screen will force restaurant industry re-jigger an often used acronym quick service

restaurant to the self-service restaurant. Customers can get information or search for recipes from

the kiosk and internet. The kiosk and internet also takes orders and receives credit cards or debit

cards payment. As a result, wrong order and long queue can be avoided, order staff can be

arranged to somewhere else and focus to speed up on delivery orders. On the other hand, a table-

top touch screen order system can take customer orders as well as handle other customer requests

such as refill drinks, call a waiter and make payment by credit card and debit card. Bytes, a

restaurant located at Canterbury has been successfully standing apart from the competitors

because of applying online self-service ordering and the payment concepts. The system used in

Bytes allows the customers make an order through the touch screen, and the order will be

directed to bar or kitchen. The system also offers games after a customer placed the orders while

internet access will be provided to customers in the future. Touch screen ordering reduces the

need of the waiter. The system also provides database for customers’ habits and preferences,

generate the management reports, perform analysis as well as allows the menu to be updated

instantly (Brickers, 2006).

Gan (Gan, 2002) proposed to develop an online fast food restaurant ordering system that allows

customers to place orders anytime at any place. The system helps to manage order from customer

as well as advertise promotion. It allows kitchen staff to view ordering information, management

to manage fast food raw materials and staff to search customer delivery and profile information.

This system helps to reduce queue issues during peak hours, speed up food preparation and

increase customer volumes. As a result, market share of fast food restaurant can be boosted up

and increases return of investment for the investor. De Leon (De Leon, 2008) mentioned that
there are several aspects that should be included in a good online food ordering system. System

should be simple to navigate, not clustered and easy to make an order, (Sharma, 2007,) designed

with professionals looking with search engine optimize capability and available 24hours. The

system should also have a secure payment gateway to protect their customers’ credit cards

information, fast and keep track on orders and sales history easily as well as generate a

comprehensive sales report, (Sharma, 2007).

In this section the literature identified hybrid delivery model, however, other studies focused on

online food delivery systems, this study therefore seeks to fill the gap.

2.4 Government Policies

Kenya is deficient of a distinct and published policy for food safety. However, separate

laws have been put in place to safeguard the consumers. The primary food safety laws are the

Food, Drugs and Chemical Substances Act, Chapter 254; The Public Health Act, Chapter

242 and The Meat Control Act, Cap 356 (GOK., 2007b). The law mandates the minister for

Public Health and Sanitation to orchestrate all the activities by the various agencies

concerned in food safety management through the Department of Public Health (DPH).

Moreover, the minister is mandated to form boards to manage enforcement of the basic laws for

safety of food. This is targeted towards minimization of replication of responsibilities and

possible omission of obligations in the enforcement of food laws by the various implementing

agencies (Nguz, 2007).

According to Will and Guenther (2007), food standards are categorized as mandatory or

voluntary. In Kenya, mandatory standards for food and agricultural goods have been developed

by technical teams whose administrative departments are at the KEBS (KEBS, 2005). Food
standards dictate the guidelines for constituent requirements of food products, microbial

regulation, the acceptable amounts of contaminants, packaging and labeling and hygienic

requirements for manufactured products. The standards applied in Kenya are taken up

from the International Organization of Standards (ISO) and the Codex Alimentarius

Commission –Codex (CAC), using the basic guidelines of the Technical Barriers to Trade

(TBT), Sanitary and Phytosanitary Standards (SPS) and the World Trade Organization

(WTO) (Frohberg et al., 2006).

Voluntary standards are set up through recognized harmonized procedures by significant

stakeholders in the supply chain such as business associations. These standards may not be

compulsory according to the law; however, some have become like obligatory

requirements (Will and Guenther, 2007). In preparation of national standards, precedence is

given to pertinent codex and international standards as a foundation on which national standards

may be adopted to suit the national food safety situation (FAO/WHO 1999).

A microbiological study of open, ready-to-eat, prepared salad vegetables from retail

catering premises by Sagoo, Little and Mitchell (2003) identified a direct relationship

between food hygiene training and practice of food safety procedures. Another study of

ready-to-eat food from retail premises in North Eastern England by Richardson and

Stevens (2013) also indicated that members of staff who practiced poor personal hygiene could

contaminate food items with infected excreta, pus, respiratory drippings or other infectious

discharges. This claim implied that food handlers were the major sources of contamination

either as carriers of pathogens or through poor hygienic practices (Kaferstein, 2003).

The study further suggested that food handlers could carry microbial pathogens on their skin,

hair, hands, digestive systems or respiratory tracts. As a result, the report asserted that it was
imperative for the staff to understand and follow basic food hygiene principles to avoid

unintentional contamination of foods, water supplies and/or equipment used during the

processing of food (Richardson and Steven, 2007).

Sneed, Strohbehn and Gilmore (2004) conducted another study on food safety practices

and implementation of HACCP programme in facilities in Iowa and identified a number of food

safety practice concerns. They observed that hand washing was inappropriately done and

food handlers had no effective hair restraints. The study also noted that food temperature

monitoring and recording were infrequent and sanitizer concentration used was not checked

regularly.

It is therefore concluded that, the studies on this section majorly focused on food safety practices

and implementation, relationship between hygiene and training and the food standards in Kenya.

No study was linked with home service delivery and therefore this study seeks to fill.

2.5 Theoretical Framework

The study employed The Expectancy Disconfirmation Theory by (Oliver 2015). According to

Oliver (2015), the theory, customers purchase goods and services with pre-purchase expectations

about anticipated performance. Once the product or service has been purchased and used,

outcomes are compared against expectations. When outcome matches expectations, confirmation

occurs. Disconfirmation occurs when there are differences between expectations and outcomes.

Negative disconfirmation occurs when the product/service is less than the expected. Positive

disconfirmation occurs when the product/service is better than expected. Satisfaction is caused

by confirmation or positive disconfirmation of customer expectations and dissatisfaction is

caused by negative disconfirmation of customer expectations.

The theory is relevant to the study where the hotel management will understand the needs of the

customers on how they perceive when they deliver food at home. It will also help the

management the factors influencing home delivery service in hotels and how it affects customer

appeal in the hotel.

Expectations

Disconfirmation Satisfaction

Perceived performance

Source: Adopted from: (Oliver, 2015)

Figure 2.1: The Expectancy Disconfirmation Theory

 CHAPTER THREE

RESEARCH METHODOLOGY
3.1 Introduction

This chapter gives a detailed outline on how the study will be executed. It also explores the

research design to be employed in the study, highlights data collection instruments, and

explains data analysis procedures. The chapter also discusses the validity and reliability of

the entire study as well as ethical issues involved.

3.2 Research design

The study will adopt descriptive survey design. The descriptive design will be adopted because

descriptive survey design is not only useful for fact finding but often result in the formulation of

important principles of knowledge and solution to significant problems (Yin, 2014). A

descriptive survey design will provide available source of information for gaining knowledge

and insight into the factors influencing home delivery services in hotels within Eldoret.

3.3 Location of the Study

The study will be carried out in hotels within UasinGishu County. In past 10 years, there has

been few number of hotels especially the three star hotels. Introduction of devolution

government in 2013, has motivated the upcoming of modern hotels such as Boma Inn, Hotel

Comfy, Cicada, Hotel Goshen, Winster and many others. This is due to improved performance of

the economy in the country hence making more private investors and new business ventures to

come in.
3.4 Target Population

The target population will be 430 from all the rated hotels in Uasin Gishu County as per data

from tourism regulatory authority north rift branch.

Table 3.1: Target population

Company Target population

Bomma inn hotel 90
Noble conference hotel 52
Poa Place resort 70
Hotel Winstar 32
Hotel comfy and lodge 54
Ciccada Hotel 35
Kenmosa resort 32
Starbucks hotel 35
The pearl tourism hotel 30
Total 430
Source (Tourism Regulatory Authority North Rift, 2015)

3.5 Sample and Sampling procedure

3.5.1 Sample Size

In this study the Sample Frame will consist Boma inn hotel,Noble conference hotel, Poa Place

Resort, Hotel Winstar, Hotel Comfy and Lodge, Ciccada Hotel, Kenmosa Resort, Star bucks

Hotel, The Pearl Tourist Hotel . The study will use Krejcie and Morgan Table (1970) to calculate

the sample size. Sampling will be done further by proportional random sampling which will

attract a sample size of 205 respondents from a target population of 430 respondents.
3.5.2 Sample Procedure

The study will adopt a cluster sampling approach, whereby the hotels will form clusters. All the

classified hotels within the county will be sampled by use of census technique. After which

simple random sampling within these clusters will be chosen, the size of each group being

determined through proportional allocation. Therefore 205 respondents will be selected for a

sample for this study. The sample proportion from each hotel will be determined as:

Table 3.2: Sample Size

Strata Target population(N) ni = (Ni X n)/N Sample size(n)

Bomma inn hotel 90 (90/430)x 205 43
Noble Hotel 52 (52/430)x205 25
Poa Place 70 (70/430)x205 33
Hotel winstar 32 (32/430)x205 15
Hotel comfy 54 (54/430)x205 26
Ciccada Hotel 35 (35/430)x205 17
Kenmosa Resort 32 (32/430)x205 15
Star bucks hotel 35 (35/430)x205 17
Pearl Tourist 30 (30/430)x205 14
hotel
Total 430 205 205
3.6 Data Collection Instruments and Procedures

Questionnaire and interview schedule will be used as the main data collections instruments

3.6.1 Questionnaire
Questionnaires will be administered to the respondents. Both open and close ended

questionnaires will be used. Questionnaires will be preferred because they are easy to administer

and cost and time effective. The researcher will construct closed- ended and open- ended

questionnaires, which will be administered to the respondents. The researcher will use

questionnaire because of its low cost in distribution to its respondents, it is free from bias,
respondents have adequate time to give well thought out answers and large samples can be made

use of and thus the results can be made more dependable and reliable.

3.6.2 Interview Guide

The study will employ the respondent type of interview where the interviewer retains all control

throughout the process. The researcher will use the interview guide to know other information

which is not in the questionnaire. The interview guide designed is meant for the management.

3.6.3 Validity of Instruments

Face and content validity of the questionnaire will be tested whereby face validity is in relation

to the misunderstanding or misinterpretation of the questions in the questionnaire. This will be

checked by employing the pre-testing method. Content validity on the other hand refers to the

capacity of the instrument to provide adequate coverage of the topic. Adequate preparation of the

instruments under the guidance of the experts and pre-testing of open ended questions helped in

establishing content. The questionnaire will be assessed by the supervisor in order to make sure

the information in the instrument is valid.

3.6.4 Reliability of Instruments

The reliability of data collection instruments will be determined from a pilot study where the

researcher will administer the research instruments to the respondents of organization who will

not be included in the sample. The questionnaire will be administered to 31 employees in the

hotels to help in the reliability process. In ensuring reliability of the instrument, a pilot study will

be conducted in Nectar Hotel Nandi County. The test retest method will be used to obtain two

scores for the pilot test data. The pilot study will use Cronbach’s Alpha-Coefficient:

α= n 1- ∑Vi
 n-1 Vtest
Where：
α = Reliability
n = Number of questions in questionnaire
Vi = Variability of each of question score
Vtest = Variability of each of overall questions’ score

3.7 Data analysis and Presentation

3.7.1 Data Analysis

Quantitative and qualitative techniques will be used to analyze the data. Qualitative analysis will

involve explanation of information obtained from the empirical literature of open ended

questions from the questionnaire. Data will be analyzed using quantitative analysis and the first

process will be by use of descriptive statistics. Descriptive statistics will be then used to analyze

the data. Descriptive statistics will include measures of central tendency that is mean,

frequencies and percentages.

3.7.2 Data Presentation

The study will use frequency distributions, pie charts and percentages in presenting the data. The

data will be coded and entered into the computer for analysis using SPSS. Descriptive statistics

such as percentages and frequency distributions will be used to describe data. Presentation of

data will be done on tables. The data collected will be adopted and coded for completeness and

accuracy of information at the end of every field data collection day and before storage

3.8 Ethical Considerations

The researcher will seek informed consent from respondents by making them aware that the

information sought for is meant for an academic purpose. In addition, anonymity and
confidentiality will be maintained in all respects. As an ethical measure, the researcher will also

treat the respondents with respect and courtesy. This will ensure that the respondents give candid

responses to the questions. Respecting the participants’ rights to refusal to take part in the

research and maintenance of objectivity during data collection, analysis and report stages.
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 APPENDICES

APPENDIX I: QUESTIONNAIRE
I am a student at Moi University pursuing a bachelors degree in hospitality and events
management. My research topic is FACTORS INFLUENCING HOME DELIVERY
SERVICES IN RATED HOTELS IN UASINGISHU COUNTY. The information given will
be handled with total confidence and at no time will you be required to identify yourself by
name. For you to participate you must be an employee of this organization. The questionnaire
contains two sections part A and B Kindly answer all the questions as per the instructions. You
are free to choose either to participate or not to participate

SECTION A: DEMOGRAPHIC INFORMATION

Instructions

Tick your answer in the appropriate box

1) What is your gender?

Male { }
Female { }
2) What is your age bracket?
21-30 { }
31-40 { }
41-50 { }
51.60 { }
3) What is your level of education?
Primary { }
Secondary { }
College { }
University { }
4) For how long have you worked in this organization
Less than 5 years { }
Between 6-8 years { }
Between 9-11 years { }
Over 12 years { }
SECTION B:

Instruction

In the tables below various statements are provided. Please indicate the extent to which you
agree or disagree with each statement by placing a tick where appropriate using the following
scale. Strongly Agree, Agree, Undecided, Disagree, Strongly Disagree.

PART I: Influence of food costs on home delivery service in hotels

Response Item Strongly Disagree Undecided Agree Strongly

disagree agree
Coming up with the ordering portal is
expensive
Maintaining the websites is costly
Packaging of food for delivery is
expensive
Printing logos on packaging papers
are expensive

PART II: Influence of distance of customer on home delivery service

Response Item Strongly Disagree Undecided Agree Strongly

disagree agree
There is no clear address system to
locate customers
Some areas are inaccessible
There are delays due to traffic jams

Some areas are far hence takes

longer to deliver food
PART III: influence of delivery models on home delivery service

Response Item Strongly Disagree Undecided Agree Strongly

disagree agree
Encounter with Difficult
customers in paying for the
product
Customers change menus after
ordering food

Seasonal products ordered by

customers makes delivery
difficult
Customers refuse to pay after
food delivery
 APPENDIX II: WORK PLAN 2018
PERIOD MAY JUNE JULY AUGUST SEPT OCT

ACTIVITY

Developing
proposal
Document

Literature
Review

Proposal
submission
for Defense

Pilot Study

Data
Collection

Data
Analysis

Project
Writing

Project
Submission
and Defense

Final Project
Submission
 APPENDIX III: BUDGET
ACTIVITIES QUANTITY RATE TOTAL

PROPOSAL WRITING
Stationery- Notebooks 3 Reams 500.00 1,500.00
Pens 1 Dozen 20 x 10 200.00
Flash disk 3GB 2500 2500.00
Spring files 3 Pieces 50.00 150.00
Typesetting and printing 200 Copies 30.00 6000.00
Photocopying 700 Copies 3.00 2,100.00
Binding(loosely) 8 40.00 320.00
Transport(local) 10 Days (Eldoret) 500.00 5,000.00
Subsistence 15 Days (Eldoret) 500.00 7,500.00

Subtotal 25,270.00
PILOT STUDY
Producing questionnaires 10 Copies 20.00 200.00
Photocopying questionnaires 100 Copies 2.50 250.00
Subsistence (local) 5 Days(Eldoret) 200.00 1000.00
Transport (local) 5 Days(Eldoret) 100.00 500.00
Subtotal 1,950.00
DATA COLLECTION
Producing questionnaires 10 Copies 30.00 300.00
Photocopying questionnaires 100 3.00 300.00
Subsistence (local) 10 Days(Eldoret) 300.00 3,000.00
Transport (local) 5 Days (Eldoret) 200.00 1,000.00
Subtotal 4,600.00
PROJECT PREPARATION
Typesetting and printing
Photocopying 200 Copies 40.00 8,000.00
Binding 600 Copies 100.00 6,000.00
Subsistence(local) 7 Copies 100.00 700.00
5 Days (Eldoret) 200.00 1,000.00

Subtotal 15,700.00
CONTIGENCIES (10%) 475.20
GRAND TOTAL 47,520.00
 APPENDIX IV: KREJCIE AND MORGAN TABLE
Krejcie and Morgan Table