Effect of Electronic Marketing on Customer Retention: A Study of Selected Foods and Beverages Firms in Southwestern Nigeria
This study examined electronic marketing and customer retention in selected food and beverages firms in Southwestern Nigeria. The objective is to determine the effect of e-marketing on customer retention among selected foods and beverages firms in Southwestern Nigeria. Descriptive research survey based on cross-sectional mode was adopted. Data were collected from six purposively selected companies from Nigerian Stock Exchange. The findings (F=16.531, p< 0.05) showed that e-marketing have a significant effect on customer retention in the selected food and beverages firms in Southwestern Nigeria. It is concluded that firms in the manufacturing sector should emphasise the usage of combined channels of e-marketing rather than deploying them individually, otherwise optimal benefit would become a mirage. Further study was also suggested.