Unlocking Customer Happiness and Enhancing Quality of Life: The Potential of Small and Medium-Sized Enterprise ICT Initiatives in Stress-Inducing Environments

Abstract

Customers in resource-poor communities still grapple with many information and communication technology (ICT) failures as they strive to access goods and services in small and medium enterprises near them. From a customer perspective, these challenges often lead to stress-related issues such as frustrations and anxiety, which can even result in transaction abandonment. Extended ICT failures result in SMEs failing to achieve sustainable e-commerce. This study delves into the impact of ICT initiatives by SMEs in stress-inducing environments on customers’ quality of life. The study further examines whether customer stress and happiness play a role in this association. Quantitative data were acquired using the mall intercept method, while the developed hypotheses were examined using structural equation modeling (SEM) in SMART-PLS 4. The results shed light on how customers navigate daily ICT-related failures experienced by SMEs operating in poor resource communities as they strive for happiness and stress-free lives, ultimately leading to an improved quality of life. The study recommends that the government, through its agencies, the Department of Communications and Digital Technologies and the Department of Science and Technology, among others, not only create an environment supporting SME ICT initiatives but also find strategies for sustaining SME ICT adoption for improved human well-being and socio-economic development within resource-constrained communities.

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