ABSTRACT
This study empirically examined electronic marketing quality and customer’s satisfaction among civil servants in Akure/ Owo metropolis. It specifically aimed at examine how electronic online privacy influence customer’s satisfaction, to determine the relationship between website design and customer satisfaction, also to evaluate influence of atmospheric/network availability factor on customer satisfaction and to ascertain the relationship between service assurance/ responsiveness impact on customer’s satisfaction among civil servants in Akure/Owo metropolis. A 36- item questionnaire was developed to measure the demographic profile of the respondents and the five different dimensions of customers’ satisfaction variables. It was administered on a sample of 381 respondents consisting of civil servant in Akure/Owo (i.e. Federal Medical Centre Owo, Rufus Giwa Polytechnic Owo, Nigeria Custom Service Ondo/Ekiti Command, Akure and Nigeria Immigration Service, Akure). On the whole 356 copies of the questionnaire were return and found usable giving 93.4% reply rate.
Data obtained were coded and analyzed using frequency distributions, Analyses of Variance (ANOVA) and Regression Techniques (OLS).The findings revealed that online privacy is an integral part to be consider in dealing with electronic marketing quality management of any person to shop/buy things online and the result of the analysis has shown that electronics marketing has significant impact on customers’ satisfaction. The most perfect website design boost electronic marketing quality of an organization and whosoever participate in online business will derive satisfaction.
Similarly, assurance/responsiveness gives room for more online business to be done for perfect customers’ satisfaction in a society and the result of the analysis done perfected it. Similarly, the regression analysis revealed that there was a significant positive relationship between customers’ satisfaction and all independent variables (online privacy, website design, atmospheric/network availability and service assurance/responsiveness)with sound goodness of fit of coefficient of determination (R2) and robustness of the model (F-stat) (3.3192 and 2.3719<40.100) both at 1% and 5% level of significant, with this, all analysis of variance done on each independent variable was substantial to justify the analyze. Demographic variables (gender, age, education, occupation, income and patronage) do have significant effect on customers’ satisfaction because of much patronage that was revealed based on response from respondents.
It is recommended that the attractive website and convenient phrases for electronic marketing quality need to be given to experts and experienced in this area to support their appeal for customers for more satisfaction to be derived and also recommend that both customers and online marketers should from time to time engage in intensive research to find out innovative ideal on electronic marketing quality convenience on each dimension that can bring customers satisfaction and also to get suggestions from them on how the online marketers can better satisfy their customers.
