Date of Publication

1-31-2022

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Interdisciplinary Business Studies

Subject Categories

Entrepreneurial and Small Business Operations | Technology and Innovation

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Harvey T. Ong

Defense Panel Chair

Ruth Angelie B. Cruz

Defense Panel Member

Ma. Louise Gena Crisologo

Abstract/Summary

The World Health Organization declared the COVID-19 outbreak as a pandemic on March 9, 2021. Businesses in the Philippines were forced to temporarily close as restrictions have made it difficult for them to operate. In this study, the researchers aim to determine the effects of the independent variables, Digital Entrepreneurship and Innovative Opportunities, on the dependent variable, E-loyalty. To examine the variables mentioned, the study used a mixed method research design which used regression analysis to test the data gathered from the survey which has a sample size of 103 respondents and also an interview with the representative of Colonel’s Curry, Ms. Nichelle Hung. The findings of this study shows a significant positive effect of digital entrepreneurship and innovative opportunities in which accessibility, efficiency, and platform security affects e-loyalty of MSME customers. Therefore, it is advised for MSMEs to shift their business models and operations innovatively to adapt to certain crisis circumstances. This study contributes to the knowledge of management for MSME restaurants especially during a crisis.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Entrepreneurship; Small business—Technological innovations; Customer loyalty

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Embargo Period

2-22-2022

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