Online Marketing and Konga Customers’s Satisfaction in FCT, Abuja.

Abstract

In the rapidly evolving landscape of business operations, online marketing has emerged as a transformative tool in revolutionising how businesses engage with customers. This study explores the intricate interplay. between online marketing strategies and customer satisfaction, focusing on the case of Konga. A prominent e-commerce platform in FCT Abuja with a burgeoning population and increasing Internet penetration, Abuja presents a ripe environment for e-commerce growth. Konga, established in 2012, has harnessed various online marketing strategies to bolster its brand visibility and customer engagement. This study seeks to uncover the extent to which these strategies impact customer satisfaction, shedding light on the relationship between modern marketing approaches and consumer sentiment. The diverse spectrum of online marketing includes social media engagement, search engine optimisation (SEO), retail marketing, influencer collaborations, and user-generated content. these strategies allow businesses to customise offerings, communicate effectively. and build trust. Through an in-depth analysis of Konga's initiatives. This study delves into how personation, accessibility, timely communication and trust-building contribute to customer satisfaction. Methodologically, this research adopts a blended approach of qualitative and quantitative methods. A theoretical foundation is laid through existing literature on online marketing, customer satisfaction, and digital adoption. An online questionnaire amounting to 400 was used to obtain primary data from Konga's customer feedback, social media metrics, and surveys, providing empirical insights. "file study also acknowledges challenges such as data privacy concerns and the d%15concluynamic of the digital landscape. In conclusion, the study illuminates that there is a 95% significant relationship between online marketing strategies and customer satisfaction. Konga's success in Abuja underscores the potential of these strategies to create personalised, convenient and engaging customer experiences. As the digital arena continues to evolve, businesses must adapt and innovate to maintain customer loyalty. This research contributes by offering insights into the efficacy of online marketing in Abuja's Unique context, specifically through the lens of Konga, by unravelling the complexities of the link between online marketing and customer satisfaction