Browsing by Author "Ishola, Oluwakemi Temilade"

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    Electronic marketing and customer retention in selected food and beverages firms in southwestern Nigeria.
    (Department of Management and Accounting, Faculty of Administration, Obafemi Awolowo University., 2022) Ishola, Oluwakemi Temilade
    This study investigated e-marketing strategies used by the selected food and beverages firms, determined the extent of customer retention by the selected firms and determined the effect of e-marketing on customer retention among the selected food and beverages firms in Southwestern Nigeria. These were with a view to establish that customer retention is influenced by electronic marketing. The study adopted descriptive survey research design. Primary data were sourced for this study through administration of questionnaires. The target population for this study consisted of management cadre, production units, marketing departments and the customers of the selected food and beverages firms in Southwestern Nigeria. Simple random sampling technique was used to select the firms within the food and beverages industry having equal chance of participation. Purposive sampling technique was also used to select the employees of the selected firms and their customers. Yamane formula was used to determine the sample size of 389 out of the total population of 14387. The data collected were analysed using percentages, mean and ordinary least square. The results of the study showed that the following e-marketing strategies have been adopted and used to a large extent by the food and beverages firms – e-mail marketing (X̅=3.13), internet marketing (X̅=3.37), mobile marketing (X̅=3.09), extranet marketing (X̅=3.48) and intranet marketing (X̅=3.19). The study also revealed that e-marketing had positively influenced customer retention to a high extent in the food and beverages firms (F=16.531, p < 0.05). Finally, the result showed that e-marketing had a significant effect on customer retention in the selected food and beverages firms (F=16.531, p < 0.05) in Southwestern Nigeria.The study therefore concluded that e-marketing is a tested and valid means of facilitating customer retention and proved better than the conventional marketing system in food and beverages firms.