The Influence of a Student-Led Advertising Agency Service-Learning Project on SMME Client Satisfaction: An Expectancy–Disconfirmation Paradigm

The success of small, medium, and micro enterprises (SMMEs) is especially important for increasing employment economic growth that sustainable in developing nations. SMMEs are reported to be more successful if they use particular business management strategies compared with those do not implement such strategies. Service-learning projects (S-LPs), the form student-led advertising agencies (SLAAs), can assist SMME clients (community partners) customer research, knowledge transfer skills training, advertising, marketing services, as well provide students practical experience. However, most research directed at student benefits, few empirical studies investigate advantages clients. Therefore, main objective this inquiry was examine SMMEs’ satisfaction terms perceived influence a SLAA S-LP on lasting impact performance. A total 107 were surveyed via structured questionnaire. findings indicated had significant positive impact, efficiency, brand awareness, competitive advantage, employee motivation, loyalty, new customers, sales participating SMMEs. SLAAs provided low-cost options improved performance their businesses.