An Assessment of Mobile Applications in Enhancing Customer Engagement: A Case Study of Retail Businesses in Katsina State
- Project Research
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- NGN 5000
Background of the Study
The proliferation of mobile applications has transformed customer engagement in the retail sector, offering innovative ways for businesses to connect with their clients. Mobile apps provide features such as personalized recommendations, loyalty programs, and seamless communication, fostering stronger customer relationships (McKinsey & Company, 2023). In Nigeria, where smartphone penetration continues to rise, retail businesses increasingly leverage mobile apps to enhance the shopping experience, streamline transactions, and boost customer loyalty.
In Katsina State, retail businesses are adopting mobile applications to bridge the gap between physical stores and digital engagement. These apps enable real-time feedback, order tracking, and targeted marketing, creating a more interactive and satisfying shopping experience. However, many retail businesses in the state face challenges such as limited technical know-how and the cost of app development (Yakubu et al., 2024). This study explores how mobile applications influence customer engagement and identifies obstacles hindering their effective use.
Statement of the Problem
Retail businesses in Katsina State struggle with customer retention and satisfaction due to limited engagement tools. While mobile applications have proven effective globally in fostering customer loyalty and streamlining services, their potential remains underutilized in the local retail sector. Issues such as low adoption rates, lack of customer awareness, and technical challenges hinder the effectiveness of mobile apps (Ibrahim & Musa, 2024). This study examines how mobile applications enhance customer engagement and identifies the barriers to their adoption in Katsina State.
Objectives of the Study
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To evaluate the adoption rate of mobile applications among retail businesses in Katsina State.
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To assess the impact of mobile applications on customer engagement and satisfaction.
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To identify challenges faced by retail businesses in utilizing mobile applications.
Research Questions
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What is the adoption rate of mobile applications among retail businesses in Katsina State?
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How do mobile applications influence customer engagement and satisfaction?
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What challenges do retail businesses face in utilizing mobile applications?
Research Hypotheses
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There is no significant relationship between mobile application usage and customer engagement.
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Mobile applications do not significantly improve customer satisfaction in retail businesses.
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The challenges of adopting mobile applications are not significant among retail businesses in Katsina State.
Scope and Limitations of the Study
The study focuses on retail businesses in Katsina State and examines their use of mobile applications for customer engagement. It includes app-based features such as feedback systems and loyalty programs. Limitations include potential reluctance of businesses to disclose proprietary data and varying levels of app adoption among firms.
Definitions of Terms
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Mobile Applications: Software designed for smartphones and tablets to perform specific tasks.
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Customer Engagement: The interactions between a business and its customers aimed at building relationships.
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Retail Businesses: Companies involved in selling goods directly to consumers.
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