E-CUSTOMER RELATIONSHIP MANAGEMENT AND E-MARKETING PERFORMANCE OF DEPOSIT MONEY BANKS IN PORT HARCOURT
Keywords:E-customer relationship management, traffic, conversion rate
This study examined the relationship between e-customer relationship management and e-marketing performance of deposit money banks in Port Harcourt. Ease-of-navigation was used as a dimension of e-customer relationship management while traffic and conversion rate were used as measures of e-marketing performance of deposit money banks. The population of the study consisted of 16 deposit money banks that have their branches in Port Harcourt. The study sampled 160 respondents from 16 deposit money banks in Port Harcourt and validly used 133 respondents representing 83.13% response rate for data analysis. Both descriptive and inferential statistical tools were used for the study. Pearson Product Moment Correlation Coefficient (r) was used to test the hypotheses formulated with the aid of Statistical Package for Social Sciences (SPSS) version 22.0. The result of the study shows that there is a significant association between e-customer relationship management and the two measures of e-marketing performance namely: traffic and conversion rate. The study concludes that ease-of-navigation have significant relationship with traffic and conversion rate of deposit money banks. The study therefore recommends that banks should make haste to ensure that all impediments to access ease-of-navigation are promptly removed to enhance memorable site experience to enhance conversion rate. Again, Progressive and result oriented banks should incorporate efficient ease-of-navigation strategies in order achieve higher traffic.