Prethodno priopćenje
https://doi.org/10.30924/mjcmi.26.2.9
Critical success factors in e-marketing adoption and implementation among the fast-moving consumer goods retailers in Zimbabwe
Reason Masengu
orcid.org/0000-0002-6200-9524
; Department of Management Studies, Middle East College, Muscat
JJ Prinsloo
; Business School, Vaal Campus, North-West University
Theuns Pelser
orcid.org/0000-0001-5935-0185
; Graduate School of Business and Leadership, University of KwaZulu-Natal
Sažetak
The institutionalization of e-marketing strategies, their adoption, and implementation hinges on the customers' perceptions of the critical success factors that the literature identifies in terms of an online competitive advantage, online shopping infrastructure development, online customer relationship, and online shopping risk. To assess the critical success factors, a sample of 300 customers of the fast-moving consumer goods retailers throughout the provinces of Zimbabwe participated in this study. The results indicated that customers' province of residence, their education and computer literacy levels are significantly associated with the critical success factors (CSFs) of e-marketing adoption and implementation. However, the study found that gender does not significantly affect the e-marketing CSFs. It is suggested that the demographic characteristics, related to education, computer literacy levels, and the province of residence are the strategic criteria for niche market segmentation and development that the fast-moving consumer goods retailers need to leverage for the successful adoption and implementation of e-marketing.
Ključne riječi
e-marketing adoption and implementation; online competitive advantage; online infrastructure development; online customer relationship; online risk
Hrčak ID:
266254
URI
Datum izdavanja:
21.12.2021.
Posjeta: 1.655 *