Exploring the impact of student developed marketing communication tools and resources on SMEs performance and satisfaction

A number of SMEs lack the essential marketing skills, knowledge, tools and resources, and financial access to ensure the survival of their businesses. Service learning could be used as an effective pedagogy for assisting SMEs with vital marketing communication (MC) strategies via the development of tools and resources that may increase business growth and sustainability. The primary research objective was to evaluate SMEs’ satisfaction regarding performance factors, and student developed MC tools and resources that were implemented via a MC service learning programme (in the form of student-run agencies). The inquiry utilized the triad service learning model and quality assurance cycle to apply an evaluation research design that was substantiated by the expectancy-disconfirmation paradigm. A survey was conducted among 107 SME owners and managers via a structured questionnaire. The student developed MC tools and resources and their perceived usefulness resulted in a positive influence on a number of performance factors among SMEs. MC tools and resources such as a customer database, email address, and Facebook page had the largest influence on performance factors. Performance factors such as an increase in sales, new customers, brand awareness, competitive advantage, business efficiency, and motivation of employees were found to have a positive influence SME satisfaction. Further inquiry could replicate the study via various marketing-related service learning programmes in different countries that have divergent cultures, economics and contexts.