CONSUMERS SATISFACTION AND ELECTRONIC MARKETING EVIDENCE

ABSTRACT

This study used airline passengers from University of Benin to assess the effect of electronic marketing on customer satisfaction with airline services in Nigeria. The research design used in the study was a survey. To achieve the study's overall goals, five objectives were developed. The questionnaire served as the study's main research tool, and the Cronbach Alpha score for its overall reliability was 0.908. Quantitative data were analyzed using frequency, percentage, and mean scores in SPSS version 23.0. The hypotheses were tested using regression (t) tests. The study's findings support the conclusion that electronic marketing has a big impact on customer happiness. Additionally, it is stated that elements like social media marketing, webpage accessibility, and the ease of using the internet to obtain airline services have an impact on customer satisfaction in the Nigerian airline business.