Empirical Study On The Effect Of Adoption Of Electronic Marketing Strategies On The Patronage Of Customers Of Zenith Bank In Enugu Metropolis
Mmamel Zita Uchenna Ph.D
Department of Marketing, Enugu State Institute of Management and Technology (IMT).
Nzekwesi, Wilfred
Department of Marketing, Enugu State Institute of Management and Technology (IMT).
Okafor, Ozoemena Christian
Department of Marketing, Enugu State Institute of Management and Technology (IMT).
Keywords: Electronic Marketing Strategies, Patronage, Customers, Perceived ease of use, Perceived usefulness, Perceived value of money, Perceived service differentiation
Abstract
Given the importance of internet in general and for the marketing function in particular there has been a growing focus in understanding the determinants of e-Marketing adoption within firms. The purpose of this study was to investigate the effect of adoption of electronic marketing strategies on the patronage of customers of Zenith bank plc in Enugu metropolis with particular reference to Zenith bank Okpara Avenue, Enugu. The population of study was unknown. The sample size of the study was 384. The study adopted survey research design. Instrument used for data collection was questionnaire and the questionnaire was made up of 5 points Likert scale (SA-SD). A total of 384 copies of questionnaire were distributed, 300 responses were returned while 84 were unreturned. A convenience sampling technique was adopted. The hypotheses were tested using regression model with aid of Special Package for Statistical Software (SPSS version 20). The findings were revealed that perceived ease of use had a positive relationship to the patronage of customers in Zenith bank Enugu, perceived usefulness had a positive relationship to the patronage of customers in Zenith bank Enugu, perceived value for money had a positive relationship to the patronage of customers in Zenith bank Enugu and perceived service and perceived service differentiation had a positive relationship to the patronage of customers in Zenith bank Enugu. Based on the findings the study recommended that government should make policies that will compel commercial banks and other financial institutions to increase access to electronic marketing activities and reduce interest rate on perceived ease of use, perceived usefulness, perceived value for money and perceived service differentiation. This will help greatly in effective customers services in the banking sector. The Federal Government of Nigeria should increase its support financially and otherwise to all government programs and institutions that provide customers electronic facilities