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THE IMPACT OF ELECTRONIC MARKETING ON RETAIL OUTLET PERFORMANCE IN NIGERIA: A SURVEY OF ONLINE RETAIL OUTLETS IN PORT HARCOURT, RIVERS STATE
Abstract: Following the inherent perceived risk, electronics environment and the impact of e-marketing quality on consumer behavior being associated to e-marketing, it is uncertain whether these factors affect the performance of online retail outlets in a developing country like Nigeria. This study specifically examined the effect of E- marketing on retail outlet performance. Survey research design was adopted in this study on the target population of customers in Port Harcourt metropolis who patronizes online retail outlets with a sample size of Ninety (90) respondents. The purposive (judgmental) sample technique was used while questionnaire was the research instrument. The data generated was analyzed with simple percentages, and the hypotheses tested with spearman rank correlation coefficient using Statistical Program for Social Science version 18. It was found amongst others, that risk on finance, product delivery, information and security does not affect online retail outlets and that electronic environment have an impact on the marketing process of online retail outlets. It was also found that e-marketing quality has impact on consumer behavior as it concerns their perception on product value, e- service quality, prices and customer service. On the whole e-marketing has positive impact on retail outlet performance. It was then concluded that E-marketing has revolutionized the manner in which certain businesses market their products. It is therefore recommended that online retail outlets should ensure that their websites are properly hosted and their serves performance improved by employing strategies that will attract more trust and drastically reduce perceived risk.
Keywords: Electronic Marketing, Online Retail Outlet, Perceived Risk, Electronics Environment and Emarketing Quality