Effects of Digital Marketing On Customer Satisfaction in Agro-Processing Industry:
The Experience of ABC Highland Seeds Company Nigeria Limited
Abstract
The study examines effects of digital marketing on customer satisfaction in agro-processing industry: the experience of ABC highland seeds company. With the technology revolution in marketing strategy globally, competition among companies is becoming increasingly aggressive. E marketing plays an important role in enhancing competitive advantage, exploring potential market opportunities, and developing new business frontiers, all of which are moves towards rapid organizational growth and performance. The target population of the study was all consumers of Fproducts of ABC Highlands Seeds Company Nigeria Limited, resident in Kaduna, The research design was a cross sectional survey design. A sample size of 384 consumers was determined using Cochran’s (1977) formula. The questionnaire was structured and close-ended in nature, and formatted on a five-point Likert scale, from strongly disagree (SD) with 1 point, to strongly agree (SA) with 5 points. The research instrument was a structured questionnaire. It was made up of two parts; Parts 1 and 2. Part 1, was on respondents information; Part 2, was on the seven research construct and divided into seven sections according to the constructs. Section A was on website design, B was on search engine optimization, C on social media marketing, D content marketing, E on email marketing, F on affiliate marketing, and Section G on customer satisfaction. Four items were used in measuring each of the seven constructs making it a total of 28 items for Part 2 of the questionnaire. The major objectives of the study was to examine the effects of digital marketing on consumer satisfaction in agro-processing industry The results of hypotheses testing, Hypothesis1 (H1) which states website design has significant effect on customer satisfaction, was supported (t = 3.001, p < 0.05). Hypothesis 2 (H2) which states that search engine optimization has significant effect on customer satisfaction, was not supported (t = 0.152, p < 0.05). Hypothesis 3 (H3) which states that social media marketing has significant effect on consumer satisfaction, was supported (t = 3.111, p < 0.05). Hypothesis 4 (H4) which states that content marketing has significant effect on customer satisfaction, was supported (t = 2.804, p < 0.05). Hypothesis 5 (H5) which states that email marketing has significant effect on customer satisfaction, was supported (t = 3.058, p < 0.05), and Hypothesis 6, which states that affiliate marketing has significant effect on customer satisfaction, was supported (t = 4.042, p < 0.05). Thus, of the six hypotheses tested, only Hypothesis 2, was not supported while Hypotheses 1, 3, 4, 5, and 6, were supported.
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