Implication Of Customer Preference In The Relationship Between Mobile Money Service And Small And Medium Enterprises' Income: A Case Of Hardware Retailers

ABSTRACT

Since the introduction of mobile money in developing countries, the way business transactions operate changes tremendously. This study examined customer preference's implication on the relationship between mobile money services and the income of hardware retailing Small and Medium Enterprises (SMEs) in Dodoma city. Specifically, the study examines the influence of the number of agents, mobile money microcredits, and mobile money saving opportunity on SMEs' income. Also, it examined the effect of customer preference on the relationship between mobile money services and SMEs' income. A cross-sectional research design was adopted and included 132 hardware retailing SMEs' owners and managers who were selected systematically from them results were quantitatively analysed. Findings showed that mobile money agents, mobile money microcredits, and mobile money-saving opportunities influence hardware retailing SMEs' income. Specifically, sufficiency, convenience, and flexibility are indicators of the number of agents, all with p values of 0.001, affordability (p=0.001), and payment methods (p=0.031). Also, cost savings (p=0.001) and time-saving (p=0.042) were statistically significant related to surveyed SMEs' income. Additionally, it was found out that customer preference implied the relationship between mobile money services and SMEs' income. Based on this study's findings, it is concluded that the number of mobile money agents that include (sufficiency, convenience, and flexibility) influenced the income of hardware retailing SMEs in Dodoma city. The mobile money micro credits mobile money saving opportunity that includes saving costs, security, and time-saving affected the income of hardware retailing SMEs. Additionally, customer preference intervened in the relationship between mobile money services and surveyed hardware retailing SMEs' income. It was recommended that that number of mobile money agents be well considered as it influenced the surveyed hardware retailing SMEs' income. Therefore, agents that provide mobile money services to the surveyed retailers should provide services that are sufficiently, conveniently, and flexible services to customers, including the hardware retailers, to improve these retailers' income. Basing on the objectives and results of this study, it is suggested for further researches on the challenges facing SMEs on the usage of mobile money services. This is the gap that was not covered in this study.