Effects of digital entrepreneurship and innovative opportunities on the e-loyalty of consumers of Colonel's Curry in the Covid-19 pandemic era

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ID: 285695
2022
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Abstract
The World Health Organization declared the COVID-19 outbreak as a pandemic on March 9, 2021. Businesses in the Philippines were forced to temporarily close as restrictions have made it difficult for them to operate. In this study, the researchers aim to determine the effects of the independent variables, Digital Entrepreneurship and Innovative Opportunities, on the dependent variable, E-loyalty. To examine the variables mentioned, the study used a mixed method research design which used regression analysis to test the data gathered from the survey which has a sample size of 103 respondents and also an interview with the representative of Colonel’s Curry, Ms. Nichelle Hung. The findings of this study shows a significant positive effect of digital entrepreneurship and innovative opportunities in which accessibility, efficiency, and platform security affects e-loyalty of MSME customers. Therefore, it is advised for MSMEs to shift their business models and operations innovatively to adapt to certain crisis circumstances. This study contributes to the knowledge of management for MSME restaurants especially during a crisis.
Reference Key
persistent_1760656377_68f17bf9071e2 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Racal, Jemima Penesa
Journal Malay Journal
Year 2022
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_dsi/92
Keywords Keywords not found

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