Effects of digital entrepreneurship and innovative opportunities on the e-loyalty of consumers of Colonel's Curry in the Covid-19 pandemic era

• Main Authors: Cadiogan, Archer Nathan Ilagan, Chu, James Carlo Tormon, Lozano, Giana Catrine Bituin, Racal, Jemima Penesa
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Entrepreneurship; Small business—Technological innovations; Customer loyalty; Entrepreneurial and Small Business Operations; Technology and Innovation
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/92; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1053/viewcontent/Effects_of_Digital_Entrepreneurship_and_Innovative_Opportunities_Redacted2.pdf
• Institution: De La Salle University

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.