INTERNET MARKETING PRACTICES AND CUSTOMER LOYALTY: EMPIRICAL EVIDENCE FROM OGUN STATE, NIGERIA

ALIU, A.A and AGBETOKUN, F.O (2018) INTERNET MARKETING PRACTICES AND CUSTOMER LOYALTY: EMPIRICAL EVIDENCE FROM OGUN STATE, NIGERIA. EUROPEAN JOURNAL OF ACCOUNTING, FINANCE AND BUSINESS, VIII (XVIII). pp. 22-39. ISSN 2344-102X

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Abstract

The study investigated the effects of internet marketing on customer loyalty at Jumia Nigeria Limited. The objective of this study was to determine the significant effect of internet marketing practices adopted by Jumia on customer loyalty. The study used descriptive survey research design. Primary data were collected through the use of structured questionnaire. As a result of the large population, the study used convenience sampling technique to select 120 respondents, possibly those who have done any transaction with jumia.com in Lagos Nigeria. The study shows that the various measures of internet marketing such as Social Media Marketing, Email Marketing, Search Engine marketing have a significant effect on customer loyalty. Therefore, it was concluded that internet marketing is an essential tool for customer loyalty. Based on the research findings, organizations should on daily basis send update about products availability and functions to numerous online users as such leads to online store recognition which in turn enhances customer loyalty.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Miss Ayomikun Ogunbadejo
Date Deposited:	02 Sep 2020 13:52
Last Modified:	02 Sep 2020 13:52
URI:	http://eprints.federalpolyilaro.edu.ng/id/eprint/1142

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