Free Wi-Fi Service as a Competitive Advantage in Public Cafés

Tarek Abd El-Fattah El-Sherie, Mohamed Salah Ghanem

Abstract


Hospitality chains around the world have installed Wi-Fi equipment to blanket their premises with wireless access to the internet. Wi-Fi Internet access may be the tool that attracts new customers, holds customer loyalty, and increases sales in hospitality industry establishments. Offering free Wi-Fi helps to generate revenue thus ensuring the food outlet to stay competitive. The question now is not whether to offer Wi-Fi, but how to use it for maximizing customer experience, loyalty, and revenues. Objective: This research aims to achieve the following: Exploring the effect of free Wi-Fi provision in the Egyptian public cafés sector on guests’ choices, identifying the impact of free Wi-Fi in public cafés as a competitive advantage and determining the behavior of guests in relation to speed and quality of free Wi-Fi that offered in public cafés. Research Importance: while many studies, around the world, had been done to examine the Wi-Fi service as a competitive advantage in most types of hospitality operations, it is noticeable that there is a shortage of studies that done on guests of public cafés. Research Hypotheses: This research paper aims to test the following 2 hypotheses: H1: Availability of free Wi-Fi positively correlated with guests’ choice for a public café. H2: The speed and quality of free Wi-Fi service positively correlated with guests’ choice for a public café. Methodology: Depending on descriptive analytical method, the research was accomplished to investigate the correlation between both availability and speed and quality of free Wi-Fi in public cafés and the choice of their potential guests. The data was collected by sending of 1126 developed questionnaire through Face-book to random potential public cafés guests, who asked to fill in and return using the same way. 714 questionnaires were returned during a period of 7 days. By checking such received questionnaires, only 672 questionnaires were completed and available to analysis which composed the research participants. As 174 participants indicated that they never sitting in public cafés, they were eliminated from research sample to be 498 participants Results: Research results indicated that there are a positive correlation between both availability and speed and quality of free Wi-Fi in public cafés and the choice of their potential guests. To sum up, free Wi-Fi service is represented as an effective competitive advantage in public cafés.


Keywords


Wi-Fi service, competitive advantages and public cafés.

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