ELECTRONIC MARKETING AND RETAIL BUSINESS PERFORMANCE 

1Dr. Umeh, C.I. and 2Chukundah, Tutah Tonye

1Department of Marketing, Imo State University Owerri, Imo State, Nigeria

2Department of Marketing, Ignatius Ajuru University of Education, Rumuolumeni, Port Harcourt, Rivers State, Nigeria

 

ABSTRACT

The study centered on electronic marketing and retail business performance, drawing our empirical analysis from five randomly selected online retail outlets. Descriptive survey research design was adopted, which involved collection of information by administering questionnaire was used. From the accessible supermarkets a sample of 280 persons were covered made up of 80 management/staff and 200 of their customers, determined statistically by applying Taro Yamane’s formula. Three research questions and three hypotheses guided the study. The research questions were analyzed using weighted mean and standard deviation and the hypotheses tested via Z-test statistics. In course of the study it was found that that e-mail significantly enhance retail business market share, since e-mail is more trusted in reaching and building customer relations, The study equally found that POS is significant to retail business sales volume, since it offers traffic to retail stores as to increase sales. The study also found that use of ATM enhances the retail business profitability, since it facilitates customer’s preference of retail outlets. Based on the findings, the study held that there is significant relationship between e-mail usage and retail business market share, that there is significant relationship between POS usage and retail business sales volume, and there is significant relationship between ATM adoption and retail business profitability. Based on the findings and conclusions thereof the following recommendations among others are put forward: Management of every business organization generally and retail outlets in particular should not only acquire internet facilities, but to always embrace and make uses of the facilities such as e-mail, POS, ATM, twitter and other (electronic marketing dimensions) to promote their organizational customer satisfaction and enjoy other benefits attached to it.    Retailers and other organizations should embark on more effective Information Technology (IT) training in order to further enhance their performance.

Key Words: Electronic Marketing, Retail Business, E-Mail, Point of Sales, Automated Teller Machine

                                    

INTRODUCTION

Background Information

In the transfer of goods or services from seller to buyer, retail organizations involve one or more electronic methods or media considered as electronic marketing (EM). Retailers have understood that various electronic media like use of Point of Sale (POS), Automated Teller Machine (ATM), What’s up, messenger as well as recommendations on social networking sites like Face book and Twitter play an important role in buying decisions of their consumers, since potential customers rely on comments, suggestions and communication streams on social media sites and blogs more and more (Kareem, Owomoyela, and Oyebamiji, 2014). In contemporary globalize scenario several innovative technologies, especially the Internet, have been changing the ways of doing business, and this study is centered on electronic marketing and retail business performance. Electronic marketing in recent times has spread rapidly all over the globe, and the increased adoption and penetration of internet has recently redefined the play ground for retail e-marketing. Retail outlets in Port Harcourt, are making greater use of e-marketing facilities to provide better services in order to excel in the competitive Nigerian retail industry. The spread of e-marketing has also greatly benefited the ordinary customer in general and retail business in particular.

 

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