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Marketing Communication Strategies and Customer Satisfaction of E-Tailing Firms in Port Harcourt

Nnanta, Gift Prof. Onuoha. A. Onuoha

Abstract

This study studied the linkage between marketing communication techniques and customer satisfaction of e-tailing enterprises in Port Harcourt. Competition in Nigeria has been boosted by the rise of e-commerce platforms, but many e-tailing enterprises continue to suffer from customer disengagement coming from inconsistent communication, weak promotional activities and failure to meet consumer demands. The study focused on the relationship between impersonal communication and sales promotion with customer retention and intention-to-rebuy among customers of chosen e-tailing enterprises. We employed a cross-sectional survey design. The population of the study was the people of Port Harcourt and the sample size was 400 which was derived using the Taro Yamane method from a population estimate of 1,947,000. A structured questionnaire was distributed and 341 useable replies were retrieved, a retrieval rate of 91%. Data were examined using Spearman’s Rank Order Correlation. The results demonstrated that impersonal communication has a favourable and substantial association with customer retention (r = .721, p <.05) and intention-to-rebuy (r =.768, p <.05). Sales promotion is also significantly and positively related to customer retention (r = .684, p < .05) and intention-to-rebuy (r = .547, p < .05). All the null hypotheses were rejected. The study finds that successful implementation of marketing communication techniques results in major enhancements in customer satisfaction outcomes in the e-tailing environment. Targeted digital communication, consistent promotional messaging and value-driven reward programs are suggested to e-tailing businesses to boost client loyalty and attract repeat consumption.

Keywords

Marketing CommunicationImpersonal CommunicationSales PromotionCustomer RetentionIntention-to-Rebuy

References

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