Information Integrity and Business Sustainability of Mobile Telecommunication Firms in Kenya
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The growth and sustainability of any business enterprise require that organisations get more contacts and information regarding their business processes into their database. However, having poor quality data can risk the firm frustrating its leads with inaccurate messaging and delivering bad experiences, which may end up discouraging customers from consuming the organisation’s products, thus affecting the profitability and sustainability of the firm. From this background, the current paper sought to examine the influence of information integrity on the business sustainability of mobile telecommunication firms in Kenya. The paper was theoretically underpinned by the Unified Theory of Acceptance and Use of Technology. The target population was drawn from three mobile telecommunication firms with an accessible population of 1,177 employees. The study relied on stratified random sampling techniques to select 299 respondents. Primary data was obtained through a semi-structured questionnaire. Data were analysed by the use of descriptive and inferential analysis methods. The results revealed a significant positive relationship between information integrity and the sustainability of mobile telecommunication firms in Kenya. The study concluded that information integrity influenced the sustainability of mobile telecommunication firms in Kenya.