OMNICHANNEL MARKETING AND CUSTOMER SATISFACTION OF E-TAILING FIRMS IN RIVERS STATE, NIGERIA

Abstract

This study examined the relationship between omnichannel marketing and customer satisfaction of e-tailing firms in Rivers State. The aim of the was to determine the relationship that exist between the dimensions of omnichannel marketing (channel integration, consistent messaging) and customer satisfaction of e-tailing firms in Rivers State. Two (2) research questions and hypothesis were formulated to address the objective of the study. The descriptive research design was adopted. Data were collected from those who engage in purchases through omnichannel platforms such as mobile apps, websites, and social media, it also includes customers of platforms such as Jumia, Konga, Instagram vendors, and WhatsApp-based retailers in Rivers State. A sample size of 169 respondent was used for the study. The Krejcie and Morgan determining table of 1970 was adopted, and the table is one of the easier ways to estimating the right sample size from the population. A structured questionnaire was used to collect data from the respondents. The data collected was analyzed with the aid of SPSS software program version 23.0. The study found a significant relationship between omnichannel marketing, its dimensions (channel integration, consistent messaging) and customer satisfaction of e-tailing firms in Rivers State. The study concludes that e-tailing firms that wish to retain customers and remain competitive must adopt holistic and integrated omnichannel marketing strategies. It was recommended that E-tailers should ensure that all customer touchpoints are connected in real-time. For example, a customer's activity on Instagram should sync with the firm's website and WhatsApp chat for seamless continuity.