EASE-OF-NAVIGATION AND E-MARKETING PERFORMANCE OF DEPOSIT MONEY BANKS IN PORT HARCOURT, NIGERIA
ORDAH, John Makelemi
Department of Marketing, Faculty of Management Sciences,
Rivers State University, Port Harcourt, Nigeria
makelemijohn@yahoo.ca
ADIELE, Kenneth C.
Department of Marketing, Faculty of Management Sciences,
Rivers State University, Port Harcourt, Nigeria
adiele.kenneth@ust.edu.ng
ABSTRACT
This study examined the relationship between ease-of-navigation and E-marketing performance of Deposit Money Banks in Port Harcourt. The study used traffic and conversion rate to measure E-marketing performance of deposit money banks. The population of the study consisted of 16 deposit money banks that have their branches in Port Harcourt. The study sampled 160 respondents from 16 deposit money banks in Port Harcourt and validly used 133 respondents representing 83.13% response rate for data analysis. Pearson Product Moment Correlation Coefficient (r) was used to test the hypotheses formulated in the study. All these analyses were computed through the use of statistical package for social sciences (SPSS) version 22. The study found that deposit money banks use ease-of-navigation to consummate their e-customer relationship management activities in order to achieve e-marketing performance objectives. The study revealed that ease-of-navigation as veritable instrument contribute favourably to the growth of bank’s traffic and conversion rate leading to e-marketing performance of deposit money banks. Thus, the study concludes that ease-of-navigation has significant relationship with traffic and conversion rate of deposit money banks. The study therefore recommends that banks should make haste to ensure that all impediments to access and use ease-of-navigation in their e-marketing tools should be promptly removed and commence e-marketing performance optimization. This will ensure the acquisition of relevant and needed digital platforms for effective and efficient e-marketing performance of deposit money banks.
Keywords: Ease-of-Navigation, E-Marketing Performance, Traffic, Conversion Rate, Deposit
Money Banks
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