The Use of E-Marketing Channels and Customer Satisfaction in Uyo Metropolis, Akwa Ibom State, Nigeria

Abstract

This research was conducted to investigate the influence that the use of e-marketing channels have on customer satisfaction in Uyo Metropolise of Akwa Ibom State. Electronic marketing proxies like social media platforms and website platforms were considered and measured against customer satisfaction in Uyo metropolis. Primary data were collected with the use of the questionnaire from users of electronic marketing channels and the target population of the study were treated as infinite, hence a sample size of 347 respondents were selected using the convenience sampling technique. Data collected were further analyzed using the Pearson’s Product Moment Correlation statistics at a 0.05 level of significance. Findings showed that the two independent variables (social media platforms and website platforms) significantly influence customers’ satisfaction. It was concluded that customers’ access to information on social media platforms and website platforms played a significant role in building customer satisfaction. On the basis of the findings, it was recommended among others, that e-marketing channels like social media platforms should be well utilized by online merchants for engaging and communicating products information, benefits and availability to online shoppers in Uyo metropolis, Akwa Ibom State.