E-Recruitment and Organizational Performance in the Nigerian Brewery Industry
This study examined electronic marketing and customer retention in selected food and beverages firms in Southwestern Nigeria. This was done 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 Exchange Group. The findings 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 emphasize the usage of combined channels of e-marketing rather than deploying them individually, otherwise optimal benefit would become a mirage. Keywords: Electronic marketing, Customer retention and Foods and Beverages Firms JEL Classification codes: M31, M31, P42