IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 8 NO. 5 2022
DOI: 10.56201/ijebm.v8.no5.2022.pg107.121

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Digital Marketing Strategy and Customer Satisfaction with Airline Operators in Nigeria

Christian Amadi Ph.D and Nkpurukwe Obabuike Ikeni (Ph.D)

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Abstract

The thrust of this study was to empirically investigate the relationship between digital marketing strategy and customer satisfaction with airline operators in Nigeria. Drawing from its theoretical baseline, the study was anchored on technology acceptance model. Crosssectional survey, which is a type of quasi-experimental design, was used in accessing the study’s subjects. While the population of the study comprise of passengers/customers of airlines, a total of 400 respondents were conveniently selected and administered copies of questionnaire. Data obtained through this process were analysed and 4 proposed hypotheses tested using Spearman’s Rank Correlation Coefficient statistical tool. Results revealed positive and significant relationship between the dimensions of digital marketing strategy (mobile website and search engine marketing) and the measures of customer fulfillment (customer engagement and electronic Word-of-mouth). It was concluded that mobile website is a veritable marketing strategy that improves customer engagement levels with airlines, which creates opportunity for positive electronic word-of-mouth. In addition, customer experience and fulfillment of service delivery are enhanced with entertaining search engines. Based on the above findings and conclusions, the study therefore recommends that airline operators are encouraged to develop corporate web pages and design their websites to be user-friendly, facilitate the process of buying tickets, follow a transparent policy, prepare web-based campaigns that will surprise, amaze and entertain customers’, etc. All these would improve customer engagement and electronic word-of-mouth referral.

keywords:

Digital Marketing Strategy, Search Engine Marketing, Customer Engagement

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