Digital Channel Design, Digital Channel Adoption, and Sales Performance of SMEs in Uganda.
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Date
2025-11-12
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Makerere University Business School
Abstract
This study aimed to investigate the relationship between digital channel design, digital channel adoption and sales performance of SMEs in Uganda. The specific objectives were to examine the relationship between digital channel design and sales performance of SMEs in Jinja city council, establish the relationship between digital channel adoption and sales performance of SMEs in Jinja city council, and examine the joint influence of digital channel design and digital channel adoption on sales performance of SMEs in Jinja city council. This study was anchored on the digital Marketing and the Marketing Mix Theories to explain the hypothesised relationship between the study variables. The research adopted a cross-sectional survey design. The researcher used Krejcie and Morgan's (1970) method to draw a sample size of 28 selected SMEs from 30 SMEs operating in Jinja city council. The researcher selected the sample using convenience sampling technique and entered the data in SPSS version 23 for analysis. The researcher verified the data's validity and reliability using the content validity index and the Cronbach alpha coefficient. For descriptive purposes, the researcher used the mean and standard deviation to analyse the data. The researcher also tested the data for correlation to establish the strength of the association between the study variables. Using inferential statistics, the data was analysed for regression to establish the predictive power of variables on the outcome variable. The study findings demonstrated a significant correlation between digital channel design, digital channel adoption, and sales performance of SMEs. The regression results revealed that both digital channel design, and digital channel adoption are critical components influencing sales performance of SMEs. It therefore suggests that improving these areas can lead to better outcomes in sales performance of SMEs; however, digital channel adoption has a more substantial effect on sales performance of SMEs than digital channel design, hence emphasising that these channels are strategically designed to maximize customer engagement and drive sales growth. The study recommends that SMEs should enhance their digital channels through comprehensive training programs, integrating social media, e-commerce sites, email marketing, and mobile applications. They should also train employees on digital marketing strategies, use data analytics, and test strategies based on performance metrics. Investing in professional design and user feedback can help make informed adjustments. by leadership of the school.
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This is a master's thesis.
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Citation
Ejalu, M. (2025). Digital Channel Design, Digital Channel Adoption and Sales Performance of SMEs in Uganda. (Unpublished Master's Dissertation). Makerere University Business School, Kampala, Uganda.