An Assessment of Mobile Applications in Enhancing Customer Engagement: A Case Study of Retail Businesses in Katsina State
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- NGN 5000
Background of the Study
Mobile applications have become a vital tool for enhancing customer engagement, enabling businesses to interact with customers in real time, offer personalized experiences, and foster brand loyalty (Accenture, 2023). In the retail sector, mobile apps facilitate services such as online shopping, payment processing, and customer feedback collection, providing convenience and value to customers. Retail businesses in Katsina State, like elsewhere, face increasing competition, making customer engagement critical for success.
The proliferation of smartphones and internet access in Katsina State provides an opportunity for retail businesses to leverage mobile applications for improved customer interaction. However, the adoption of mobile apps varies, with some businesses struggling to utilize their full potential due to technical and financial constraints (Ahmed & Bello, 2024). This study examines the role of mobile applications in enhancing customer engagement in retail businesses in Katsina State.
Statement of the Problem
Despite the increasing availability of mobile applications, many retail businesses in Katsina State underutilize these tools, leading to missed opportunities for customer engagement. Challenges such as limited digital literacy, high development costs, and poor internet connectivity hinder the effective use of mobile apps (Mustapha et al., 2024). Consequently, these businesses face difficulties in retaining customers and building long-term relationships.
While previous studies explore mobile applications' role in customer engagement globally, limited research focuses on their impact in the Nigerian retail context. This study seeks to address this gap by analyzing their use in Katsina State.
Objectives of the Study
- To evaluate the role of mobile applications in enhancing customer engagement in retail businesses in Katsina State.
- To identify the challenges faced by retail businesses in adopting mobile applications.
- To recommend strategies for improving the adoption and effectiveness of mobile applications in customer engagement.
Research Questions
- What role do mobile applications play in enhancing customer engagement in retail businesses in Katsina State?
- What challenges do retail businesses face in adopting mobile applications?
- What strategies can improve the adoption and effectiveness of mobile applications in customer engagement?
Research Hypotheses
- H0: Mobile applications do not significantly enhance customer engagement in retail businesses in Katsina State.
- H0: Challenges do not significantly affect the adoption of mobile applications in retail businesses.
- H0: Proposed strategies do not significantly improve the adoption and effectiveness of mobile applications.
Scope and Limitations of the Study
This study focuses on retail businesses in Katsina State, assessing the role of mobile applications in enhancing customer engagement. The research is limited to businesses that have adopted or are considering the adoption of mobile applications. Constraints include access to comprehensive user data and variations in app functionality across businesses.
Definitions of Terms
- Mobile Applications: Software applications designed to run on mobile devices, providing various services to users.
- Customer Engagement: The interaction between a business and its customers to build a lasting relationship.
- Retail Businesses: Businesses that sell goods or services directly to consumers.
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