IMPACT OF ELECTRONIC MARKETING ON CUSTOMERS’ LOYALTY TO FAST-MOVING CONSUMER GOODS (FMCGs) IN LAGOS STATE

J. O. BANKOLE; B. N. DIXON-OGBECHI; A. A. OLOWO

J. O. BANKOLE Faculty of Management Sciences, University of Lagos, Lagos, Nigeria
B. N. DIXON-OGBECHI Faculty of Management Sciences, University of Lagos, Lagos, Nigeria
A. A. OLOWO Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin.

Keywords: Customer loyalty, Mobile marketing, Social media Marketing, Fast Moving Consumer Goods (FMCGs).

Abstract

With the advent of technological development in this digital era, only marketers who can establish their presence online and attract loyal customers can survive in this dynamic and turbulent market environment. It is on this premise that this study examines the impact of electronic marketing on customers’ loyalty to Fast Moving Consumer Goods (FMCGs) in Lagos State. Two specific objectives were raised for the conduct of this study;(i) to determine the influence of mobile marketing applications on customers’ loyalty to FMCGs in Lagos State. (ii). to investigate if social media marketing encourages customers’ loyalty to FMCGs in Lagos State. Two theories underpinned this study; the theory of TAM and the uses and gratifications theory. The researcher adopted a descriptive research design, using a cross-sectional survey method which involves using a convenient sampling technique to select a sample of 397 respondents. Questionnaires were designed and administered to 397 respondents but only 384 useable copies were returned which represents a 96.7% response rate. Results revealed that mobile marketing and social media marketing have significant relationships with customers’ loyalty to FMCGs in Lagos State. Hence, the study concludes that electronic marketing influenced customers’ loyalty to Fast Moving Consumer Goods. Based on the findings and conclusion of the study, it was recommended amongst others that online retailers need to invest more in technological development such as mobile marketing and social media marketing to capture the real customers in the internet environment and be up-to-date regarding all available products posted on the website.