Full Article

This study examined electronic marketing and customer retention in Southwestern Nigeria. It determined the extent of customer retention by the selected firms to know whether electronic marketing enhances customer’s retention. Primary data for this study were obtained through administration of questionnaire. The target population for this study consisted of members of staff in management cadre, production units and the marketing departments of the selected food and beverages firms in Southwest Nigeria. Simple random sampling technique was used to select the firms within the food and beverage industry having equal chance of participation. Yamane formula was used to determine the sample size of 389 out of the total population of 14387. The data collected were analyzed using percentage, mean and standard deviation. The result of the study showed that e-marketing have positively influenced customer retention in the food and beverages firms. Furthermore, all the stated factors: ease of access (M=3.1), cost ( M=3.37), reliability and efficiency (M=3.09), coverage ( M=3.48) customer service feedback ( M=3.19), and technical factors (M=2.5) have positively accounted for the usage of e-marketing among food and beverages firms in Southwest Nigeria. The study therefore concluded that e-marketing has been identified as a tested and valid means of facilitating customer retention and it is better than the conventional marketing system among food and beverages firms in South West Nigeria.