DIGITAL TRANSFORMATION STRATEGY AND BUSINESS GROWTH IN ARIARIA INTERNATIONAL MARKET, ABA, ABIA STATE, NIGERIA

Abstract

The study explored digital transformation strategy and business growth in Ariaria international market, Abia State, Nigeria. Specifically, the study determined the effect of online marketing on sales optimisation of businesses. The study further ascertained the effect of voice of customer analytics on customer service excellence of businesses in Ariaria international market, Abia State, Nigeria. Descriptive survey research design was adopted to collect data from the respondents with the aid of a structured questionnaire. Arithmetic mean was used to analyse respondents’ responses and the hypotheses were tested using simple linear regression analysis with the aid of Statistical Package for Social Sciences (SPSS, version 27). Hypothesis one revealed that there is a statistically significant positive effect of online marketing on sales optimisation of businesses. Hypothesis two indicated that voice of customer analytics significantly affects customer service excellence of businesses. The study concluded that there is a statistically significant positive effect of digital transformation strategy on business growth in Ariaria international market, Abia State, Nigeria. Based on the conclusion, the study recommended that businesses in Ariaria international market need to prioritise online marketing strategies to optimise sales, achievable through targeted digital advertising, social media engagement, and search engine optimisation (SEO). Also, business owners in Ariaria International Market need to leverage Voice of Customer (VoCA) to excel in customer service, through feedback collection, sentiment analysis, and complaint resolution.