E-MARKETING AND SALES VOLUME OF HOTELS IN ORLU, IMO STATE, NIGERIA

Abstract

This study examined e-marketing and sales volume of hotels in Orlu, Imo State as the case study. The study used descriptive survey research design, and questionnaire served as the instrument of data collection. The data collected in this study were analyzed using simple percentage, mean statistic and Pearson Product Moment Correlation Coefficient (PPMCC) at 0.05 level of significance with the aid of Statistical Package for Social Sciences (SPSS version 21.0). It was discovered that there is significant relationship between E-mail marketing and customer retention, that content marketing significantly affects customer loyalty, there is significant effect of influencer marketing on customer acquisition. The study therefore concludes that the extent of E-mail marketing, content marketing, influencer marketing determines the level of customer retention, customer loyalty, and customer acquisition in hospitality businesses. Based on this findings, it was recommended that hotel businesses should adopt e-mail marketing strategy so as to attract new customers and retain existing customers; Hospitality businesses should ensure that their content marketing strategy are capable of enhancing customer loyalty, that a well informed influencer marketing strategy determines the level of customer acquisition. There is need to design the content of E-mail marketing to address problem areas for customers  so as to enhance customer retention and patronage; Influencer marketing should be designed to reach all categories of people and income groups in the society so that they will understand the benefits of email marketing to achieve customer acquisition.