Md Isa, Filzah and Jaganathan, Mathivannan and Sern, Vincent Yeow Cher and Ahmdon, Muhd Afiq Syazwan and Mohd Nafi, Siti Noratisah (2020) Does service marketing enhance supplier and customer contact in the gig economy era? case analysis from Malaysian SMEs` women entrepreneurs. International Journal of Supply Chain Management (IJSCM), 9 (1). pp. 1105-1112. ISSN 2050-7399

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Abstract

This research explores the effectiveness ofservice marketing strategies among Malay women entrepreneurs and how this service marketing strategy affects business performance. The study employs a qualitative method by interviewing a women entrepreneur and their strategies to compete in the market. However, with the right strategy, it is also a time full of opportunities for entrepreneurs. Descriptive statistics and interviews were used to analyse the data. The finding of this research revealed the significant role of information and communication technology (ICT) and social media in their service marketing effectiveness. Online business and social media have brought a significant improvement in the net income of these entrepreneurs, some by manifold. Therefore, women entrepreneurs must adapt to the use of ICT and social media in order to improve the sustainability of their businesses, as well as to attract the younger generation.

Item Type:	Article
Uncontrolled Keywords:	service marketing, social media, online business, women entrepreneurs, business performance, gig economy
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	School of Business Management
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	11 Mar 2020 00:51
Last Modified:	11 Mar 2020 00:51
URI:	https://repo.uum.edu.my/id/eprint/26902

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