INFLUENCE OF E-MARKETING AND CUSTOMER RETENTION ON THE PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN ODEDA LOCAL GOVERNMENT AREA OF OGUN STATE

Abstract

The study examined the influence of e-marketing and customer retention on the performance of small and medium scale enterprises in Odeda Local Government Area in Ogun State. The study adopted a descriptive survey research design. Population comprises of selected entrepreneurs of small and medium scale enterprises in Odeda Local Government Area in Ogun State. Random sampling technique was used to select ten (10) areas in the local government, twenty (20) respondents were randomly selected from each of the chosen areas to make two hundred (200) as sample for the study. Four (4) research questions were raised and answered in this study.  A self designed questionnaire was used to obtain responses for the respondents. The data gathered for this study were statistically analyzed by using mean responses to answer the research questions. The finding lucidly revealed that that e-marketing not only reduces marketing costs but also allows SMEs to reach a larger audience, improve profitability and fosters customer loyalty. Customer retention strategies such as personalized service, loyalty programs and regular customer interactions are essential for improving business outcomes. The finding also highlighted that the integration of e-marketing and customer retention strategies in both immediate growth and long term sustainability for SMEs. Challenges limiting the effectiveness of these strategies include lack of digital marketing skills and budgetary limitations. Sequel to the findings of the study, it was recommended that entrepreneurs of SMEs should invest in training programmes to equip themselves with necessary digital marketing skills. This will improve their ability to implement effective e-marketing strategies and measure their impact on performance.