Assessment Of Electronic Marketing As Effective Tool For Achieving Competitive Advantage In Selected Bank In Abia State Nigeria

ABSTRACT

Technological changes and innovations, especially  service marketing has accelerated the reduction between the customer 1anker interaction. Based on the above, the study 'ASSESSMENT of ELECTRONIC MARKETING AS EFFECTIVE TOOL FOR ACHIEVING COMPETITIVE ADVANTAGE IN SELECTED BANK IN ABIA STATE NIGERIA'. In the research process, the researcher adopted a sample size of 134 from a probability sampling method with a population of 200. Questionnaires were designed to gather primary data for the study which were after analysis with. Sample percentages and presented in tables. However, the research hypotheses were tested using multiple regression and rank order correlation. The researcher concluded that the socio-economic characteristics of the respondent like age, level of education, martial status occupation, income as well as location and distance. As consequences the researcher recommended that designing effective e-marketing strategies should consider these varies to enhance effective and efficient customer satisfaction and cooperate profitability among the selected banks at the long run.