Keywords
Networking
Digitalization
Transformation
Efficiency
How to Cite
Abstract
This research investigates the impact of digital presence on sales growth, operational efficiency, and customer satisfaction among SMEs in Tirupur, with a focus on differences between small and medium enterprises. Using a quantitative approach, the study analyzed responses from 158 SMEs through an Independent Sample T-test to evaluate key performance indicators (KPIs). Data was collected using a standardized questionnaire comprising Likert-scale items and categorical questions. The findings underscore the significance of digital marketing strategies in driving revenue growth, highlighting that businesses with an online presence can reach broader audiences and achieve superior sales performance. Notably, medium-sized enterprises benefited the most from digital engagement in terms of customer satisfaction, reflecting their capacity to leverage digital tools more effectively than smaller counterparts. However, the analysis found no statistically significant differences between small and medium enterprises in reducing operational inefficiencies, suggesting that challenges in optimizing processes persist irrespective of the scale of digital engagement. This implies that both small and medium firms face similar obstacles in streamlining their operations despite adopting digital practices. The research offers valuable insights for policymakers and practitioners aiming to promote digital adoption among SMEs, emphasizing the need for tailored strategies that address operational inefficiencies while maximizing the benefits of digital tools. By focusing on Tirupur—a region known for its entrepreneurial vibrancy—the study provides a localized perspective on digital transformation within SMEs, contributing to the broader understanding of how digitalization influences business performance across varying enterprise scales. Its originality lies in the comparative analysis of small and medium enterprises within a specific geographic context, shedding light on nuanced impacts and shared challenges in the journey toward digital integration.References
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