Consumer Engagement Practices and Performance of Women Owned Online Businesses in Kisumu City, Kenya

Abstract

The purpose of the study was to assess the influence of consumer engagement practices on the performance of women owned online businesses in Kisumu CBD. The study was informed by social development theory, brand relationship theory and the information integration theory. The study adopted descriptive survey design. The study targeted only the 2090 women online business operating within Kisumu City which are classified into 6 major categories. The study used Nassiuma’s (2000) formula to get a sample size of 105. The study adopted stratified random to determine the sample size of each business stratum. The questionnaire was used to collect the primary data desirable for the study. Content validity was used to establish validity of the data collection instruments against the set study objectives. A reliability coefficient (Cronbanch’s Coefficient Alpha) was computed to indicate reliability of the instrument. Quantitative information was gathered for this investigation. Version 24 of the Statistical Package for Social Sciences (SPSS) was used to analyze quantitative data. The data analysis included both descriptive and inferential statistics. Use of percentages, frequencies, measurements of central tendency (mean), and measures of dispersion were all part of descriptive statistics (standard deviation). Multiple regressions and Pearson's correlation coefficient were used in the inferential statistics. According to the study's results, gathering client feedback enables businesses to determine what adjustments to make to their goods and services. Further personalize interactions help the business to meet customer expectations. The study concludes that colleting customer feedback helps to improve customer satisfaction and retention. The researcher further concluded that offering personalized services to the customers sets a business apart from its competitor. Furthermore, the study concluded that personalized customer interaction helps the business understand the characteristics of its customers. In addition, the study concluded that personalized customer interaction help the business to bridge the gap between customer and brand. The study recommends that businesses should be in continual contact with their clients through digital channels like emails and social media. Customers are more likely to use the company's services again and again when they get prompt replies and services. Customers should be given a range of sensible alternatives by businesses.