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| Effect of Electronic Marketing on Customer Satisfaction of Selected Online Firms in Asaba Delta State, Nigeria
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EBOH, Mercy Ebele, AFINOTAN, Ejiro, OKONJI, Evelyn Etomi, EDEME, Nelson Chidi
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Abstract:
The study examined electronic marketing and customer satisfaction of selected online marketing firms in Delta State, Nigeria. The specific objectives were to; determine the effect of search engine optimization on customer satisfaction, ascertain the impact of email marketing on customer satisfaction, investigate the effect of social media marketing on customer satisfaction and examine the effect of mobile marketing on customer satisfaction. Paradigm of Disconfirmation Expectations Theory, Dissonance Theory and Contrast Theory. The study adopted descriptive survey designs. The study population was 414 and the sample of the study was 202 respondents, which was selected using a random sampling technique. Survey method of data collection was used. The closed-ended questionnaire was used as an instrument for data collection. Data were analyzed using multiple regression analysis SPSS Version 22. The findings of the study revealed that there is a significant effects between the dimensions of electronic marketing identified in this study and customer satisfaction; whereby, The results from the analysis shows that search engine optimization has positive and significant effects on customer satisfaction (0.00332<0.05); email marketing has significant effect on customer satisfaction(0.00335<0.05). The study concludes that electronic marketing constructs have significant effect on customer satisfaction. Based on the findings of the study from the test of hypotheses, it is recommended that online marketing firms in Nigeria should develop their website well to enable the search engine to optimize it. This will allow their website to be among the first to pop up whenever there are searches for online marketing firms in Nigeria.
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