The impact of digitalization and perceived value on customer retention: evidence from smes in kumasi
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Date
2023
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KNUST
Abstract
The purpose of this study was to assess the impact of digitalization and perceived value on customer retention: evidence from smes in Kumasi. The study employed a quantitative method by using a structured questionnaire to collect data from 162 samples of customers of smes in Kumasi using convenience sampling technique. The data collected from respondents was analyzed through the Statistical Package for Social Science (SPSS) version 25.0. The statistical test run were, frequencies, reliability mean, standard deviation, correlation and PROCESS macro. The results revealed a significant positive effect of digitalization on customer perceived value and customer retention. It was found that customer perceived value mediates the relationship between digitalization and customer retention. Based on these findings it is recommended that the management of small and medium-sized enterprises (smes) in Kumasi proactively increase perceived value, considering the favorable influence of perceived value on the relationship between digitalization and customer retention.
Description
A thesis submitted to the department of marketing and corporate strategy, school of business, college of humanities and social sciences, kunst in partial fulfillment of the requirements for the degree of master of business administration in marketing