The impact of personalized mobile notifications on customer retention: An evaluation of a ride-sharing app in Lagos
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- NGN 5000
Background of the study:
Personalized mobile notifications have become a crucial tool for ride-sharing apps in enhancing customer retention by delivering tailored messages based on user behavior and location. A ride-sharing app in Lagos has implemented customized notifications to offer promotions, ride updates, and loyalty rewards (Olumide, 2023). These notifications are designed to engage users by providing relevant information at optimal times, thereby encouraging repeat usage. By leveraging real-time data and predictive analytics, the app ensures that notifications are aligned with individual preferences, improving the overall user experience. The study investigates how personalized notifications influence customer retention by examining engagement metrics, app usage frequency, and customer satisfaction. It also considers challenges such as notification fatigue and privacy concerns. This research aims to provide a framework for optimizing personalized mobile outreach strategies, ensuring that notifications contribute effectively to customer retention and brand loyalty (Adebayo, 2024).
Statement of the problem:
The ride-sharing app in Lagos faces difficulties in maintaining high customer retention rates despite deploying personalized mobile notifications. Inconsistent message timing, content relevance issues, and user fatigue have reduced the effectiveness of these notifications (Chidera, 2023). Privacy concerns and data inaccuracies further complicate the personalization process. As a result, the app struggles to achieve sustained engagement and loyalty among its users. Identifying and addressing these challenges is essential to optimize mobile notification strategies and enhance overall customer retention (Ifeoma, 2024).
Objectives of the study:
To evaluate the impact of personalized mobile notifications on customer retention.
To identify challenges in implementing effective mobile notification strategies.
To propose strategies for optimizing personalized notifications to improve customer loyalty.
Research questions:
How do personalized mobile notifications affect customer retention in ride-sharing apps?
What challenges hinder the effectiveness of mobile notifications?
What strategies can enhance the impact of personalized notifications?
Significance of the study:
This study is significant as it explores the role of personalized mobile notifications in improving customer retention for ride-sharing apps. The findings will guide app developers and marketers in refining notification strategies to boost engagement and loyalty, thereby contributing to long-term business success (Olumide, 2023).
Scope and limitations of the study:
The study is limited to evaluating personalized mobile notifications on customer retention for a ride-sharing app in Lagos, Nigeria, and does not extend to other mobile engagement strategies or industries.
Definitions of terms:
Personalized Mobile Notifications: Customized messages sent to mobile devices based on user data.
Customer Retention: The ability of a company to retain its customers over time.
Ride-Sharing App: A digital platform that connects passengers with drivers for transportation services.
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