NKPURUKWE, Obabuike Ikeni
Department of Business Administration, Federal University Wukari, Taraba State
obason@ymail.com
RIMAMNDE Rikwentishe
Department of Business Administration, Federal University Wukari, Taraba State
Rikwentishe123@gmail.com
RENNER Blessing Awaji-ima
Department of Marketing Ignatius Ajuru University of Education, River State
ABSTRACT
This study investigated the relationship between search engine marketing and customer satisfaction of
domestic airline in Rivers State. Used in the study theoretical underpin are Diffusion of Innovation
Theory and Technology Acceptance model. Descriptive research design was adopted in accessing the
research subjects. While the population of the study comprised of 547,972 passenger traffic of airlines
in Nigeria, a sample size of 400 was determined with the help of Taro Yamene formular. Descriptive
statistics such as tables, charts, percentages, averages etc. Spearman Rank Correlation Coefficient was
used to test the hypothesis. Cronbach Alpha test was used as a measure of reliability while face
validity was conducted in order to scrutinize the instrument of the various constructs. The results
indicated a significant positive and strong relationship between content placement and customer
engagement. Based on the findings in the study, it was concluded that the dimensions of search engine
marketing (content placement, search engine optimization) significantly relate to the measure of
customer satisfaction (Customer engagement). This research has proffered solution to contemporary
issues confronting the aviation industry. Strategists of airline firms should pay adequate attention to
digital content creation and deployment especially on all digital fonts. Management should strongly
optimise their search engine systems; which in-turn improves user loyalty and positive WOM.
Keywords: Search Engine Marketing, Customer Satisfaction, Content Placement, Customer
engagement.