E-TAILING STRATEGIES AND MARKETING PERFORMANCE OFSUPERMARKETS IN PORT HARCOURT, NIGERIA

ATUO Eucharia Chinasa
Department of Marketing
Faculty of Management Sciences
University of Port Harcourt Choba, Port Harcourt
ABSTRACT
The purpose of this study was to empirically examine the relationship between e-tailing strategies and marketing performance of supermarkets in Port Harcourt. The study adopted a descriptive research design. The population of the study is four hundred and twenty (420) registered supermarkets in Port Harcourt. The spearman’s rank order correlation coefficient (rho) was used to test the proposed hypotheses formulated for the study. The study revealed a significant positive relationship between e-tailing strategies and marketing performance of supermarkets in Port Harcourt. The findings of the study showed that e-tailing strategies can improve marketing performance of supermarkets in Port Harcourt. Thus, the study concludes that e-tailing strategies (e-trust and service reliability) significantly relates to marketing performance. The study therefore recommends that supermarkets in Port Harcourt should ensure that their e-trade channels command trust in such a way that customers can effectively transact businesses with them without being defrauded.
Keywords: E-tailing strategies, e-trust, marketing performance, service reliability