PERCEIVED INFLUENCE OF E-MARKETING ON PRODUCT DISTRIBUTION, PROFITABILITY AND CUSTOMER SATISFACTION OF RETAIL FIRMS IN LAGOS, NIGERIA

Prof. Titus A. Umoru, Jane E. Eboigbe

Abstract


The study examined the perceived influence of social media marketing on product distribution, profitability and customer satisfaction of retail firms. The study employed the descriptive survey design. The population of the study was 480 retail firms’ customers and 20 retail firms’ managers. A purposive sampling technique was used to draw 10 key referrals who were used as initial samples. This referral (snowball) sampling was used to generate an additional 470 respondents bringing the final sample to 480 respondents (Customers) and 20 managers. The main instrument for data collection was a four point rating scale questionnaire with 28 items. The questionnaire was validated by three experts. Cronbach alpha method was used to determine the reliability of the questionnaire, which yielded coefficient of 0.81. Three research questions guided the study and three hypotheses were tested. Mean and standard deviation were used to analyze the data collected to answer the research questions and an Independent sample t-test was used to test the hypotheses at 0.05 significant level.The findings revealed that social media marketing influenced retails firms’ product distribution, increased their profitability level and influenced their customer satisfaction. The study further revealed that there was no significant difference between the mean responses of experienced and inexperienced retail firms’ managers on the perceived influence of social media marketing on the profitability of retail firms. It was concluded that the use of social media facilities will increase retail firms’ brand awareness. Based on the findings and conclusion of the study, t was recommended among others that   Retail firms’ managers should ensure they make use of social media facilities effectively to enable them market and distribute their products to numerous customer of different level, age, sex and demography.

 

 

Key words: Technology, Social media, Product distribution, Profitability, Customer satisfaction

 


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