Background of the Study
Mobile applications have become pivotal in enhancing customer engagement by providing personalized experiences, real-time communication, and easy access to services. Retail businesses use apps to offer features such as loyalty programs, push notifications, and mobile payments, fostering stronger customer relationships (Ahmed & Bello, 2024).
In Katsina State, the adoption of mobile applications among retail businesses has grown due to increased smartphone usage and the need to stay competitive. However, challenges such as low digital literacy and inadequate app usability hinder their effectiveness. This study examines the role of mobile applications in improving customer engagement among retail businesses in Katsina State.
Statement of the Problem
Retail businesses in Katsina State face difficulties in maintaining customer loyalty and engagement, particularly in a competitive market. While mobile applications offer significant potential, issues like poor user experience, limited functionality, and low customer adoption rates reduce their impact. Understanding these challenges is critical to optimizing mobile application use for customer engagement.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
The study focuses on retail businesses in Katsina State utilizing mobile applications for customer engagement between 2023 and 2025. Limitations include variability in app adoption and differing customer preferences across demographics.
Definitions of Terms
Mobile Applications: Software designed to run on mobile devices to perform specific tasks.
Customer Engagement: The process of creating meaningful interactions with customers to foster loyalty and satisfaction.
User Experience (UX): The overall experience of a user when interacting with a mobile application.
Chapter One: Introduction
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