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ARTYKUŁ ORYGINALNY
Transformacja cyfrowa i jej wpływ na wzrost sprzedaży oraz satysfakcję i utrzymanie klientów wśród MŚP w stanie Ondo w Nigerii
Isaac Olakunle Oludoyi 1, A-F
,
 
Jamiu Adeniyi Yusuf 2, B-C,E
,
 
Isaac Olufemi Adesuyi 1, E-F
,
 
Muhammad Faheem Ullah 3, C
 
 
 
Więcej
Ukryj
1
Elizade University, Ilara-Mokin, Nigeria
 
2
Fountain University, Osogbo, Nigeria
 
3
University of Agriculture Faisalabad, Pakistan
 
 
A - Koncepcja i projekt badania; B - Gromadzenie i/lub zestawianie danych; C - Analiza i interpretacja danych; D - Napisanie artykułu; E - Krytyczne zrecenzowanie artykułu; F - Zatwierdzenie ostatecznej wersji artykułu
 
 
Data nadesłania: 24-11-2025
 
 
Data akceptacji: 09-12-2025
 
 
Data publikacji online: 28-02-2026
 
 
Data publikacji: 28-02-2026
 
 
NSZ 2026;21(1):89-118
DOI: https://doi.org/10.37055/nsz/218593
 
 
Artykuł (PDF)
Referencje (72)
 
SŁOWA KLUCZOWE
technologia
MŚP
narzędzia cyfrowe
umiejętności cyfrowe
transformacja cyfrowa
 
STRESZCZENIE
Cel badań i hipotezy/pytania badawcze:
Celem badania jest określenie wpływu trwającej transformacji cyfrowej na wyniki MŚP w stanie Ondo w Nigerii w latach 2020-2025: (1) Identyfikacja form transformacji cyfrowej stosowanych przez MŚP w stanie Ondo; (2) Ocena wpływu transformacji cyfrowej na wzrost sprzedaży MŚP w stanie Ondo; (3) Ocena wpływu transformacji cyfrowej na satysfakcję klientów wśród MŚP w stanie Ondo; (4) Zbadanie, jak transformacja cyfrowa wpływa na utrzymanie klientów wśród MŚP w stanie Ondo. Hipotezy badawcze: H₀1: Transformacja cyfrowa nie ma istotnego wpływu na wzrost sprzedaży MŚP w stanie Ondo; H₀2: Cyfryzacja nie ma istotnego wpływu na satysfakcję klientów wśród MŚP w stanie Ondo; H₀3: Transformacja cyfrowa nie ma istotnego wpływu na utrzymanie klientów wśród MŚP w stanie Ondo.

Metody badawcze:
Zastosowano badanie przekrojowe. Przeprowadzono ustrukturyzowane kwestionariusze wśród 208 właścicieli, kierowników i menedżerów MŚP, a zebrane dane przeanalizowano za pomocą analizy regresji wielokrotnej.

Główne wyniki:
Wyniki pokazują, że MŚP wdrażają na szeroką skalę narzędzia cyfrowe, takie jak maszyny POS, platformy społecznościowe, strony internetowe i oprogramowanie księgowe, podczas gdy bardziej zaawansowane systemy, takie jak CRM, ERP i aplikacje mobilne, są rzadsze. Badanie pokazuje, że transformacja cyfrowa pozytywnie wpływa na wzrost sprzedaży, zwiększa satysfakcję klientów i wzmacnia ich utrzymanie, przy czym infrastruktura technologiczna, wdrażanie narzędzi cyfrowych oraz umiejętności cyfrowe personelu są kluczowymi czynnikami to umożliwiającymi.

Implikacje dla teorii i praktyki:
Badanie wypełnia kluczowe luki teoretyczne i empiryczne, dostarczając dowodów na to, jak transformacja cyfrowa wpływa na wzrost sprzedaży, satysfakcję klientów oraz ich utrzymanie. Zajmuje się także luką kontekstową, ponieważ ograniczone badania koncentrują się na MŚP w stanie Ondo w Nigerii. Wyniki oferują klarowniejsze wskazówki dla naukowców i praktyków MŚP, którzy chcą zrozumieć strategiczną wartość technologii cyfrowych.
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