Impact of Electronic Marketing Adoption On Organization Performance - Evidence From Nigerian Banking Industry

Abstract

This study investigated the impact of adoption of electronic marketing on organization performance with particular emphasis on Nigerian Banking Industry. The objective of the study was to examine the impact of electronic marketing on Bank performance. Primary data were obtained through the use of structured questionnaire administered to staffs of Gtbank Plc branches in Kwara State. Pearson Product Moment Correlation Coefficient (PPMCC) and multiple regression analysis were used to analyze the data with the aid of STATA 11.0 statistical computer software package. The result indicates that e-marketing adoption provides the bank with global outreach, increased sales volume, improved operational efficiency, competitive advantage and above all organization performance. The study concludes that with the rate of globalization in the 21stcentury, e-marketing adoption is germane in improving banks performance. This study recommends that other Nigeria bank and organization should adopt electronic marketing to improve their overall performance.