Business Administration Department, School of Business, Hospitality and Tourism Management, Divine Word College of Calapan, Philippines.
Research Article
World Journal of Advanced Research and Reviews, 2024, 24(03), 2410-2430
Received on 18 November 2024; revised on 24 December 2024; accepted on 26 December 2024
Digital tools have become integral to modern business operations, enabling companies to navigate the challenges of an ever-evolving business landscape to ensure its growth and sustainability. While the importance of digital tools in promoting business growth is widely recognized, there is limited research on the specific relationship between digital tool adoption and business growth. This study investigated the correlation between digital tool adoption and business growth among Micro and Small Enterprises (MSEs). A descriptive-correlation research design was employed, and purposive sampling was used to obtain 46 MSEs in Calapan City Oriental Mindoro. A researcher-made questionnaire was used to assess the digital tools adoption and business growth. Pearson's Correlation Coefficient was conducted to examine the relationship between digital tools adoption and business growth. The study found a significant and strong positive correlation between digital tools adoption and business growth. Specifically, digital marketing was perceived as cost-effective and impactful for expanding customer reach, and customer relationship management systems were seen as beneficial for enhancing customer satisfaction and loyalty. However, some MSEs preferred face-to-face interactions, and cloud computing was recognized for improving operational efficiency, though concerns about cost and the necessity for data security remain. Overall, digital tools significantly contribute to competitive advantage, enhanced customer experience, and cost reduction.
Digitalization; Digital Marketing; Customer Relationship Management System; Cloud computing; Business Growth
Preview Article PDF
Joyce Angela Punzalan Atienza, Hannah Joyce Dimasaca Culis, Marjorie De Chavez Cayanan, Rochelle Ann Hatulan Diego, Angel Dafhny De Guzman Lacida and Russell Villena Villarma. Digital Tools adoption and business growth of Micro and Small Enterprises (MSEs) in Calapan City, Oriental Mindoro. World Journal of Advanced Research and Reviews, 2024, 24(3), 2410-2430. Article DOI: https://doi.org/10.30574/wjarr.2024.24.3.3972