MARKETING COMMUNICATION STRATEGIES AND CUSTOMER SATISFACTION OF E-TAILING FIRMS IN PORT HARCOURT
Keywords:
Marketing Communication Strategies, Customer Satisfaction, E-Tailing Firms
Abstract
The nexus of this work was to ascertain the extent to which marketing communication strategies affects customer satisfaction of e-tailing firms in Port Harcourt. Two dimensions were studied; impersonal communication and online direct communication. Their effects on customer satisfaction were measured in the study. Descriptive research design was used and four hypotheses were formulated and tested using the data collected from 400 respondents through a five Point Likert Scale questionnaire, with the sampling frame selected through cluster sampling. Spearman Rank Order Correlation Coefficient was adopted to conduct the inferential statistics. Findings showed that the dimensions of marketing communication strategies influenced customer satisfaction, by revealing that marketing communication strategies have a positive and significant relationship with customer satisfaction. It was therefore recommended that, e-tailing firms should engage adequately in the use of marketing communication strategies to enhance customer satisfaction.
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References
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Litvin, S.W., Goldsmith, R.E. & Pan, B. (2008). Electronic word-of-mouth inhospitality and tourism management, Tourism Management, 29(3)458–468.
Lumpkin, G. T., & Dess, G. G. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle. Journal of Business Venturing,16, 429–451.
Magalhaes, R. & Musallam, B. (2014). Investigating electronic word-of-mouth motivations in the middle east: twitter as medium and message, Journal of Electronic Commerce in Organizations,12(3).
Mahmood, R. & Hanafi, N. (2013). Entrepreneurial orientation and business performance of women-owned small and medium enterprises in Malaysia: competitive advantage as a mediator. International Journal of Business and Social Science.4(1), 82-90.
Mbogo, P. K. (2013). Influence of promotion mix strategies on the growth of customers of pathologists lancet Kenya, University of Nairobi
Meidan, A. (2011). Marketing financial services. Macmillan Press Ltd.
Ofosu-Boateng, I. & Agyei, S. D. (2020). Effect of customer satisfaction and marketing communication mix on customers’ loyalty in the Ghanaian banking industry. European Journal of Management and Marketing Studies, 5(4), 22-40
Owomoyela, S., Oyeniyi, K. & Ola, O. (2013). Investigating the impact of marketing mix elements on consumer loyalty: an empirical study on Nigerian breweries plc”, Interdisciplinary Journal of Contemporary Research in Business, 4(11), 485-496.
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Philips Consulting (2014). Online report: study of current trends in online shopping in Nigeria. http://www.phillipsconsulting.net
Pride, W. M., Ferrell, O. C., Lukas, B., Schembri, S. & Niineten, O. (2012). Marketing Principles. Cengage Learning
Rahmani, Z., Mojaveri, H. S. &Allahbakhsh, A. (2012). Review of the effect of promotions and product marketing the impact of advertising; Review of Studies Quarterly.
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Sahin, G. & Sengün, G. (2018). The effects of social media on tourism marketing: A study among university students, 4(5), 772–86.
Severi, E., Ling, K. C. & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media, International Journal of Business and Management, 9(8), 84.
Shafiq, R., Raza, I. & Rehman, M. (2011). Analysis of the factors affecting customers’ purchase intention: The mediating role of perceived value. African Journal of Business Management, 5(26), 10577-10585.
Shimp, T. A. (2003). Advertising, promotion and supplemental aspects of IMC. Pub by Harcourt Inc,
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Tang, Z., & Hull, C. (2012). An investigation of entrepreneurial orientation, perceived environmental hostility, and strategy application among Chinese SMEs. Journal of Small Business Management,50(1), 132-158.
Tang, J., Tang, Z., & Katz, J.A. (2013). Pro-activeness, stakeholder–firm power difference, and product safety and quality of Chinese SMEs. entrepreneurship: theory & practice, Article first published online, DOI: 10.1111/etap.12029
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Thapa, A. (2011). Consumer switching behaviour: a study of shampoo brands, national monthly refereed, Journal of Research in Commerce & Management, 1(9)
Tichaawa, T., M., Mhlanga, O., & Sicwebu, S. (2017). The impact of information communication technologies (ICTs) on tourism businesses in East London, South Africa. Economica 13(3).
Tuli, K.R. & Bharadwaj, S.G. (2009). Customer satisfaction and stock returns risk. J. Market.
Westberg, J. & H. Jason, (2004). Fostering learning in small groups: A practical guide, Springer Publishing Company
Wiklund, J., & Shepherd, D. (2005). Entrepreneurial orientation and small business performance: A configurational approach. Journal of Business Venturing, 20(1), 27.
Wu, M. H. (2013). Relationships among source credibility of electronic word of mouth, perceived risk, and consumer behavior on consumer generated media,
Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30-39.
Xiang, Y., Lee, S. C., & Li, X. (2005). The variables of effecting customer loyalty in Chinese online game market. In Proceedings of ICSSSM'05. 2005 International Conference onServices Systems and Services Management, 1, 233-236).
Yap, B. W., Ramayah, T., & Shahidan, W. N. W. (2012). Satisfaction and trust on customer loyalty: a PLS approach. Business Strategy Series, 13(4), 154 – 167.
Yeneneh, Z., Negash, M., & Adane, A. (2018). Relationships between advertisingeffectiveness, customer perceived value and customer loyalty: The case ofcommercial bank of Ethiopia. International Journal of Innovative Research andPractices, 6(2).
Zainol, F. A. & Ayadurai, S. (2011). Entrepreneurial orientation and firm performance: The role of personality traits in Malay family firms in Malaysia. International Journal of Business and Social Sciences,2(1), 59 – 71.
Abdalnaser, A. S. J., Jaradat, M., & Fatima, L. A. Y. (2011). Promotion objectives, strategies and tools. Journal of Contemporary researching business,3(2), 16-82.
Abdul-Kemi, I. Z. (2016). Entrepreneurship and economic development in Nigeria: evidence from small and medium scale enterprises (SMEs) financing, International Journal of Business and Social Science, 5(11/1), 215-230
Al-Qarni, A.A., Alsharqi, O.Z., Qalai, D.A. & Kadi, N. (2013). The impact of marketing mix strategy on hospitals performance measured by patient satisfaction: an empirical investigation on Jeddah private sector hospital senior managers perspective”, International Journal of Marketing Studies,5(6), 1-10.
Armstrong, J. S., Morwitz V. G. & Kumar V. (2000). Sales forecasts for existing consumer products and services: Do purchase intentions contribute to accuracy?, International Journal of Forecasting, 16, 383 – 397.
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw−Hill.
Berry, W. & Wilson, R. (2004). Cultivating service brand equity, Journal of the Academy of Marketing Science, 28(1), 128-37.
Blackwell, R., Miniard, P., & Engel, J. (2006). Consumer behaviour, 10th ed. South-Western College.
Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism management, 26(6), 833-844.
Brassington, F. & Pettitt, S. (2000). Principles of marketing, 2nd Edition, Harlow Pearson Education Limited.
Cengiz, E., Ayyildiz, H., & Er, B. (2007). Effects of image and advertising efficiency oncustomer loyalty and antecedents of loyalty: Turkish banks sample.
Chan. Y. Y., & Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity. An input-process-output perspective. Marketing Intelligence & Planning, 29(5), 488-516.
Cheung, C.M. & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model, Decision Support Systems, 54(1), 461–470.
Dawes, J., & Brown, R.B. (2000). Postmodern marketing: Research issues for retail financial services. Qualitative Market Research an International Journal, 3(2), 90-98.
Fečiková, I. (2004). An index method for measurement of customer satisfaction. The TQM magazine.
Fill, C. (2002). Marketing communications: Contexts, strategies and applications, 3rd edition, Pearson Education
Font, X. & Mccabe, S. (2017). Sustainability and marketing in tourism: Its contexts, paradoxes, approaches, challenges, and potential. Journal of Sustainable Tourism 9(5), 55-82.
Forti, G. (2012). Reengineering Marketing Strategies, Lahti University of Applied Science
Ghalandari, K., & Norouzi, A. (2012). The effect of country of origin on purchase intention: The role of product knowledge. Research Journal of Applied Sciences, Engineering &Technology, 4, 1166-1171
Gil-Saura, I. (2011). Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dalmatian First-Class and Luxury Hotels. 9, 401–14.
Gorlevskaya, L. (2016). Building effective marketing communications in Tourism. Studia commercialia Bratislavensia, 9(35), 252–65.
Gunger, H. Sclim, S. E. Sule, E. & Hale, C. (2012). The effect of entrepreneurial marketing on firm’s innovative performance in Turkish SMEs. Procedia.Journal of Science and Behavioural Sciences.58, 811 – 878.
Gustafsson, A., Johnson, M.D. & Roos, I. (2005). The effects of customer satisfaction: relationship commitment dimensions, and triggers on customer retention. American Marketing Association.
Han, H.S. & Ryu, K. (2009) The roles of physical environment, price perception and sales volume in determining profit margin in the family restaurant industry. Journal of Hospitality and Tourism Research,33, 487-510.
Hasbullah, H. M. & Arifin, Z. (2018). Communication Pattern of Wilayatul Hisbah, Lhokseumawe City in Implementing Amar Makruf Nahi Mungkar. Budapest Internation Research and Critics Institure Journal. 1(4), 194-205.
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behaviour: Building marketing strategy (11th ed.). McGraw Hill.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G. & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?, Journal of Interactive Marketing, 18(1), 38–52.
Hult, G. T. M., Hurley, R. F. & Knight, G. A. (2004). Innovativeness: its antecedents and impact on business performance, Industrial Marketing Management,33(5), 429-38
Irene, T., Yusuf, K. & Jared, B. (2016). Effect of promotional strategy on brand preference of branded products of Kenya co-operative creameries limited. IOSR Journal of Business and Management, 18(6), PP 42-61
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management, 10, 15-19.
Kotler, P. (2003). Marketing management. 5th Edition, Pearson Education, Inc.,
Kotler, P. (2007). Managing integrated marketing communications, marketing management, 10th Ed. Prentice Hall
Kotler, P. (2010). Marketing management. 11th European edition, Prentice Hall.
Kotler, P., Adam, S., Brown, L. & Armstrong, G. (2012). Principles of marketing, (3rd edn), Prentice Hall, Frenchs Forest, NSW; Press
Kotler, P. & Keller, K., L. (2009). Marketing management. 13th edition. Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2006). Marketing management: Pearson international edition. Pearson Prentice Hall.
Lally, R. (2010). A study of the market intelligence activities of selected SME’s operating in the northwest of Ireland.
Lindstrom, M. (2003). Brand child, Kogan Page,
Lee, J. (2002). A key to marketing financial services: the right mix of products services, channels and customers. Journal of Services Marketing,16(3), 238-258.
Lim, Y., Chung, Y. & Weaver, P., A. (2012). The impact of social media on destination branding : videos versus destination marketer generated videos. Journal of Vacation Marketing, 18(3), 197–206.
Lin, C., Wu, Y. S. & Chen, J. C. V. (2013). Electronic word-of-mouth: the moderating roles of product involvement and brand image, diversity, technology, and innovation for operational competitiveness: proceedings of the 2013 International Conference on Technology Innovation and Industrial Management, To Know Press,3, 29–47.
Litvin, S.W., Goldsmith, R.E. & Pan, B. (2008). Electronic word-of-mouth inhospitality and tourism management, Tourism Management, 29(3)458–468.
Lumpkin, G. T., & Dess, G. G. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle. Journal of Business Venturing,16, 429–451.
Magalhaes, R. & Musallam, B. (2014). Investigating electronic word-of-mouth motivations in the middle east: twitter as medium and message, Journal of Electronic Commerce in Organizations,12(3).
Mahmood, R. & Hanafi, N. (2013). Entrepreneurial orientation and business performance of women-owned small and medium enterprises in Malaysia: competitive advantage as a mediator. International Journal of Business and Social Science.4(1), 82-90.
Mbogo, P. K. (2013). Influence of promotion mix strategies on the growth of customers of pathologists lancet Kenya, University of Nairobi
Meidan, A. (2011). Marketing financial services. Macmillan Press Ltd.
Ofosu-Boateng, I. & Agyei, S. D. (2020). Effect of customer satisfaction and marketing communication mix on customers’ loyalty in the Ghanaian banking industry. European Journal of Management and Marketing Studies, 5(4), 22-40
Owomoyela, S., Oyeniyi, K. & Ola, O. (2013). Investigating the impact of marketing mix elements on consumer loyalty: an empirical study on Nigerian breweries plc”, Interdisciplinary Journal of Contemporary Research in Business, 4(11), 485-496.
Palmer, A. (2004). Introduction to marketing theory and practice. 2nd edition, Oxford University Press Inc.
Philips Consulting (2014). Online report: study of current trends in online shopping in Nigeria. http://www.phillipsconsulting.net
Pride, W. M., Ferrell, O. C., Lukas, B., Schembri, S. & Niineten, O. (2012). Marketing Principles. Cengage Learning
Rahmani, Z., Mojaveri, H. S. &Allahbakhsh, A. (2012). Review of the effect of promotions and product marketing the impact of advertising; Review of Studies Quarterly.
Rosemond, B., Gloria, K.Q.A. & Eric, G. (2013). Factors influencing the retention of customers of Ghana commercial bank within the Agonaswedru Municipality. International Journal of Marketing Studies,5, 82-95
Sahin, G. & Sengün, G. (2018). The effects of social media on tourism marketing: A study among university students, 4(5), 772–86.
Severi, E., Ling, K. C. & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media, International Journal of Business and Management, 9(8), 84.
Shafiq, R., Raza, I. & Rehman, M. (2011). Analysis of the factors affecting customers’ purchase intention: The mediating role of perceived value. African Journal of Business Management, 5(26), 10577-10585.
Shimp, T. A. (2003). Advertising, promotion and supplemental aspects of IMC. Pub by Harcourt Inc,
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
Stanton, W., J. (2008). Fundamental of Marketing. Mc. Graw Hill Inc.
Suman, K. D. & Uttiya, K. (2011). E-tailing in India: Its issues, opportunities and effective strategies for growth and development. International Journal of Multidisciplinary Research, 1(3), 1-15.
Tang, Z., & Hull, C. (2012). An investigation of entrepreneurial orientation, perceived environmental hostility, and strategy application among Chinese SMEs. Journal of Small Business Management,50(1), 132-158.
Tang, J., Tang, Z., & Katz, J.A. (2013). Pro-activeness, stakeholder–firm power difference, and product safety and quality of Chinese SMEs. entrepreneurship: theory & practice, Article first published online, DOI: 10.1111/etap.12029
Tariq, M. I., Nawaz, M. R., Nawaz, M. M., & Butt, H. A. (2013). Customer perceptions about branding and purchase intention: A study of FMCG in an emerging market”, Journal of Basic and Applied Scientific Research, 3(2), 340-347.
Thapa, A. (2011). Consumer switching behaviour: a study of shampoo brands, national monthly refereed, Journal of Research in Commerce & Management, 1(9)
Tichaawa, T., M., Mhlanga, O., & Sicwebu, S. (2017). The impact of information communication technologies (ICTs) on tourism businesses in East London, South Africa. Economica 13(3).
Tuli, K.R. & Bharadwaj, S.G. (2009). Customer satisfaction and stock returns risk. J. Market.
Westberg, J. & H. Jason, (2004). Fostering learning in small groups: A practical guide, Springer Publishing Company
Wiklund, J., & Shepherd, D. (2005). Entrepreneurial orientation and small business performance: A configurational approach. Journal of Business Venturing, 20(1), 27.
Wu, M. H. (2013). Relationships among source credibility of electronic word of mouth, perceived risk, and consumer behavior on consumer generated media,
Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30-39.
Xiang, Y., Lee, S. C., & Li, X. (2005). The variables of effecting customer loyalty in Chinese online game market. In Proceedings of ICSSSM'05. 2005 International Conference onServices Systems and Services Management, 1, 233-236).
Yap, B. W., Ramayah, T., & Shahidan, W. N. W. (2012). Satisfaction and trust on customer loyalty: a PLS approach. Business Strategy Series, 13(4), 154 – 167.
Yeneneh, Z., Negash, M., & Adane, A. (2018). Relationships between advertisingeffectiveness, customer perceived value and customer loyalty: The case ofcommercial bank of Ethiopia. International Journal of Innovative Research andPractices, 6(2).
Zainol, F. A. & Ayadurai, S. (2011). Entrepreneurial orientation and firm performance: The role of personality traits in Malay family firms in Malaysia. International Journal of Business and Social Sciences,2(1), 59 – 71.
Published
2022-11-28
How to Cite
Promise, K., Peace, I., & Henry Nmelisi, O. (2022). MARKETING COMMUNICATION STRATEGIES AND CUSTOMER SATISFACTION OF E-TAILING FIRMS IN PORT HARCOURT. GPH-International Journal of Business Management, 5(11), 62-76. https://doi.org/10.5281/zenodo.7371439
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Articles
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