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Effect of Electronic Marketing on Customer Satisfaction: Evidence from Selected Airlines Services in Nigeria

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Effect of Electronic Marketing on Customer Satisfaction: Evidence from Selected Airlines Services in Nigeria IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 22, Issue 1. Ser. I (January. 2020), PP 01-09 www.iosrjournals.org Effect of Electronic Marketing on Customer Satisfaction: Evidence from Selected Airlines Services in Nigeria Bukoye Josiah Ayoola1&Dr Umar Abbas Ibrahim2 1Department of Business Administration, Nile University of Nigeria 2Department of Business Administration, Nile University of Nigeria Abstract:This study examined the effect of electronic marketing on customer satisfaction of selected airline services in Nigeria. The research design for the study is the survey design because the study involved interacting directly with a cross section of respondents who shared similar characteristics. The population of the study are the 18 domestic airlines of which six were selected as samples based on the fact that there are the most active domestic airlines in Nigeria. The data for the study were collected from one hundred (100) customers of the sampled airlines using a structured questionnaire and it was analyzed using both descriptive (tables, mean and standard deviation) and inferential statistics (regression analysis). The finding shows that search engine optimization, social media marketing and email marketing have positive effects on customer satisfaction of airline services in Nigeria. Since all the proxies for electronic marketing have positive effects on customer satisfaction, we concluded that electronic marketing has a positive effect on customer satisfaction with domestic airline services in Nigeria. Thus, it was recommended that airlines in Nigeria should take advantage of the electronic marketing in order to deliver effective services to their customer which will ultimately results to higher customer satisfaction and greater profits. --------------------------------------------------------------------------------------------------------------------- ------------------ Date of Submission: 20-12-2019 Date of Acceptance: 03-01-2020 --------------------------------------------------------------------------------------------------------------------------------------- I. Introduction The online which is also referred to as “Internet” has changed the world we live in asit has made the business environment to be increasingly dynamic. Its growth in use has led to the decline of the traditional marketing tools of mass media: television, radio, newspapers, and magazines.According to Memberu (2017) electronic marketing (E-Marketing) is the use of the internet and digital media to sell products and services. This marketing utilizes the internet and telecommunication tools to reach the target customer of the company. Since there are multitude of internet users around the globe on a daily basis, different companies have designed their web pages which are accessible with computers, tablets, smart phones and other electronic devices. This brings a lot of opportunities to businesses as their products can reach large group of people at a time and thus, every business seems to be jumping on the internet marketing bandwagon. E-Marketing which is also referred to as Internet marketing (I-marketing), online marketing or Web- Marketing is a valuable addition to the traditional marketing approach that enable even small businesses to compete favorably with big businesses as it does not recognize the size and types of the business. It creates a strategy that assist businesses to deliver the right messages of their product or services to the right audience and its activities and processes help to find, attract, win and retain customers. Because the marketing activities is done over the internet, E-Marketing scope is broader than that of the traditional marketing. The traditional marketing has limitation in coverage compared to e-marketing because of the portability of the of the devices used in this marketing. This enable firms to continuously appeal to both their customers and prospective buyers because the online facilities providean all-round “24/7” service to its users, which facilitate firms having a constant relationship with their customer worldwide, and their customer can shop or order product at any time. This is possible as it is cost efficient because e-marketing cost is nothing compared to the traditional marketing, as many social media sites like Facebook, LinkedIn and Google plus allow businesses to advertise and promote their products or services free of charge. In the opinion of Peppers and Rogers (2004), internet channels are cost efficient and the dialogue between the business and their customers are ongoing. That is the reason why marketer can always have contact with their present and prospective customers frequently in order to increase the level of personalization and interactivity with low or non-excessive cost. Peppers and Rogers (2004) further argued that the frequency of interaction between the marketers and the customers helps in enhancing customer loyalty, which in turn lead to customer satisfaction. The Nigeria airlines service market follows the higher reception of electronic related services and products. This is enhanced by reduced costs, increased flexibility and reliability of services. Today, there are a DOI: 10.9790/487X-2201010109 www.iosrjournals.org 1 | Page Effect of Electronic Marketing on Customer Satisfaction: Evidence from Selected Airlines Services .. variety of different networking tools that are used by consumers such as LinkedIn, Facebook, and Twitter. Toili (2010) noted that many consumers and especially the youth spend most of their time on social media, sharing information with friends and relatives. Currently, airline companies have mainstream the use of electronic marketing components in their marketing activities as a way of attracting and retaining customers by providing easy access to efficient customer service platforms that aid on improved response. Statement of the Problem The electronic operations have received an increasing interests and benefits in many aspects due to its positive impact on business organizations, the ease of use, convenience and portability of its operation. Businesses all over the world have taken advantages of it and use it as the core in the operation of their businesses. Customers on the other hand are looking for ways of meeting their needs conveniently without incurring additional cost. Airline businesses relied mostly on electronic technology for their customers to make their travel arrangements from the conveniences of their homes, offices etc. without going to booking offices. They also need to keep informing their current and prospective customers on the services they render and the benefits of flying with them. The most appropriate channel of reaching this target market is through electronic devices.The marketing of products and services through electronic devices is called electronic marketing. This involve the use of search engine, emails, social media and other channels. Since these means of marketing do not involve physical contact with representative of the airlines, care must be taken so that the promised the customer access online matches with the services being rendered by the airlines, as it will affect the satisfaction level of the customers. Where the offers are below customers expectation, the customer will be dissatisfied. If it meets their expectation or above it, they will be satisfied and also be willing to recommend the airline to other people. There are many studies on the relationship between e-marketing and customer satisfaction across the globe. These include studies byDalbouh(2018) in Jordan, Alharbi and Alhider (2018) in Saudi Arabia, SamreeLodhi (2017) in Pakistan, Ugonna, Okolo, Nebo and Ojieze (2017) in Imo-Nigeria, Jenyo and Soyoye (2015) in Lagos, and Kagendo (2015) in Kenya. Most of these studies are on e-commerce firms since most of their activities are conducted online. This study is different in that airlines companies provides services physically to customers but depend to a large extent on their market to access their services using the online platform. Also, there are so many forms of electronic marketing; among which are audience participation, viral campaigns, customer feedback, offline communication; social media marketing; direct email, online partnership; widget marketing, affiliate marketing, online public relation; publisher outreach, brand protection, search engine optimization and paid search. The airline companies employ the popular means of social media marketing; direct email, and search engine optimization and that is the thrust of this study. Thus, this study examines the effect of electronic marketing on customer satisfaction of airline services in Nigeria, taking into cognizance the most active airlines that operates domestically in the country. Research Objectives The main objective of this study is to examine the effect of electronic marketing on customer satisfaction of airline services in Nigeria. The specific objectives are: i. To determine the effect of search engine optimization on customer satisfaction of airline services in Nigeria. ii. To ascertain the effect of social media marketing on customer satisfaction of airline services in Nigeria. iii. To investigate the effect of email marketing on customer satisfaction of airline services in Nigeria. Research Questions The study answers the following research questions: i. To what extent does search engine optimization affects customer satisfaction of airline services in Nigeria? ii. How does
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