International Journal of Economics, Commerce and Management Licensed under Creative Common EMPIRICAL EVALUATION OF THE USE OF CELL PHONES AND CUSTOMER LOYALTY IN SMALL AND MEDIUM SCALE ENTERPRISES IN GHANA

Oliver Dzogbede, Pearl Bansah-Kagambega, Reindorf Yao, Nani Adzido, Victor Kamassah
2015 unpublished
Every business person looks at all directions for the best, and that should be the reason why they will employ every type of method (technology) in the operations of their business activities; and hence the use of mobile phones by small and medium scale entrepreneurs. The objective of this study is to examine and analyze customer base, customer relationship enhancement, and customer loyalty of the micro-entrepreneurs that use mobile phones in their business operations. The researchers used
more » ... iptive research design, specifically case study, which allowed the researchers to make detailed observations about the use of mobile phones and the effects the usage brings about. Simple Random Sampling Techniques was used in the selection of the sample size for the study. The researchers waited and collected the questionnaires International Journal of Economics, Commerce and Management, United Kingdom Licensed under Creative Common Page 337 answered instantly from the respondents. This was done to have impartial judgment and individual views about the variables. Questionnaires and structured interview questions were used to collect data from the participants. The findings showed that customer base increased, there is improvement in the management of relationships created between customers and the organizations, and customers become loyal to the small scale organizations. It is recommended that SMEs must use mobile phones for business operations.
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