Leveraging Digital Technologies for Enhanced Complaint Management in Delivery Service SMEs: Insights from Ghanaian Consumer Behaviour

As digital transformation reshapes consumer expectations, small and medium-sized enterprises (SMEs) in Africa’s delivery service sector must adapt to evolving complaint management practices. However, there seems to be limited research on how SMEs integrate digital tools to enhance real-time complaint resolution. Also, existing studies focus on large firms, overlooking SMEs’ resource constraints in digital adoption. Finally, how digital complaint management strategies affect consumer long-term brand loyalty remains underexplored. Hence, a qualitative research approach was employed, utilizing semi-structured interviews with 15 owner-managers of delivery service SMEs in Ghana to explore how delivery service SMEs manage diverse customer complaints, focusing on the role of digital tools in enhancing service excellence, consumer trust, and brand loyalty. Thematic analysis, guided by the Miles and Huberman framework, was used to identify patterns in digital-driven complaint resolution strategies. The study reveals that effective complaint management in delivery service SMEs follows a structured digital process: complaint identification through social media, chatbots, or mobile apps leads to automated or personalized engagement, informing resolution strategies. Also, digital integration enhances response efficiency and customer satisfaction. However, SMEs struggle with technological adoption barriers, limited financial resources, and evolving consumer expectations, making it difficult to fully leverage digital tools for real-time complaint resolution and long-term brand loyalty, as explored in this study. This study contributes to the understanding of Ghanaian consumer behaviour in the digital age, highlighting how digital inclusion influences service recovery and brand loyalty. By aligning findings with Attribution Theory, it provides a nuanced perspective on how SMEs can leverage technology to turn complaints into opportunities for service improvement and long-term customer retention. These insights offer practical guidance for SMEs aiming to enhance their digital complaint management strategies, ultimately strengthening Africa’s evolving e-commerce and service ecosystems.