What is it about?
This paper explores how small and medium-sized businesses (MSMEs) can improve customer engagement when subscribing to app-based services. Studying factors like customization, community involvement, and loyalty uncovers ways for MSMEs to strengthen their relationship with service providers, leading to better outcomes like increased willingness to pay and perceived value.
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Why is it important?
Understanding how small businesses engage with app-based services is crucial for MSMEs and service providers. By identifying factors that drive engagement, like customization and loyalty, this research helps MSMEs make informed decisions about their subscriptions. It also guides service providers in tailoring their offerings to meet the needs of MSMEs, ultimately fostering stronger relationships and mutual benefits.
Perspectives
As the supervisor of this student's thesis, I'm proud to see their research come to fruition in this paper. It highlights the importance of engaging with small businesses in the digital age, an area often overlooked in academic literature. By delving into the specifics of app-based service subscriptions for MSMEs, this paper contributes valuable insights that can inform business strategies and policy decisions. Seeing my students' hard work and dedication result in meaningful contributions to B2B engagement is gratifying.
Assist. Prof. Imam Salehudin
Universitas Indonesia
Read the Original
This page is a summary of: Unlocking B2B Purchase Engagement: Investigating Its Drivers and Consequences in App-Based Service Subscriptions for MSMEs, Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management, March 2024, Universitas Airlangga,
DOI: 10.20473/jmtt.v17i1.51494.
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