Exploring the Role of IT Usage in Enhancing Customer Satisfaction: A Literature Review on SMEs in the Creative Industries

Amar Ratnakar Naik; Ifta Firdausa Nuzula

doi:10.56741/IISTR.jgi.001860

Authors

Amar Ratnakar Naik PES University https://orcid.org/0000-0002-9224-5085
Ifta Firdausa Nuzula
iftafirdausan@student.uns.ac.id
Universitas Negeri Sebelas Maret https://orcid.org/0000-0002-0651-397X

DOI:

https://doi.org/10.56741/IISTR.jgi.001860

Keywords:

Business Innovation, Creative Industries, Customer Satisfaction, IT Adoption, SMEs

Abstract

Small and Medium-sized Enterprises (SMEs) in the creative industries play a critical role in driving innovation and economic growth. The adoption of Information Technology (IT) has become increasingly pivotal in enhancing their operational efficiency and customer engagement. This literature review explores the impact of IT usage on customer satisfaction within SMEs operating in the creative industries. It examines how IT tools, such as customer relationship management (CRM) systems, e-commerce platforms, and digital marketing, influence customer experiences and loyalty. Key findings indicate that effective IT adoption not only streamlines business processes but also fosters personalized interactions and improved service delivery, which are critical to customer satisfaction. Challenges such as limited resources, lack of technical expertise, and data security concerns are also discussed. The review concludes by highlighting the need for SMEs in the creative sector to leverage IT to remain competitive strategically and recommends areas for further research to optimize IT integration for enhanced customer satisfaction.

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Author Biographies

Amar Ratnakar Naik, PES University

is a PhD candidate at PES University, Bangalore, India. He holds a Bachelor’s degree in Computer Science from the College of Engineering, Goa, and an MBA from IIM Lucknow, India. With over 15 years of professional experience in the IT industry, he has worked extensively in the Business Intelligence and analytics domain, focusing on data-driven decision-making and enterprise analytics solutions. (email: amar.r.naik@gmail.com).

Ifta Firdausa Nuzula, Universitas Negeri Sebelas Maret

is a young researcher pursuing her doctorate at Universitas Sebelas Maret, Indonesia. She is also with Universitas Aisyiyah Yogyakarta, Indonesa as a lecturer in the Management Department. She has published several articles in reputable international journals. Ifta is a member of the Indonesian Institute of Science and Technology as an editor in Jurnal Genesis Indonesia. She got a scholarship for her studies from the Ministry of Education and Culture for undergraduate school and the BARISTA Program from the National Research and Innovation Agency of Indonesia for graduate research. (email: iftafirdausan@student.uns.ac.id).

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