Digital Marketing Opportunities in the Nigerian Petroleum Industry: A Post Subsidy Removal Assessment of Petrol Stations

Abstract

This study investigates the relationship between digital marketing and Customer loyalty of Petrol Stations in Nigeria. The objectives of the study were to investigate the influence of online video displays, social media posts and digital display ads on Customer Loyalty. The study adopted the quasi-experimental research design which employed the cross-sectional survey design. The choice of this survey approach is because it will scientifically look at the situation on ground and will empirically analyse it to get result that can be attributable to the accessible population. Based on the objectives of the study, a research questionnaire was designed and one hundred (100) copies were distributed to customers of the petrol stations who constituted the population of the study, the researchers purposively administered the questionnaires to selected customers of the petrol stations. After data cleaning, a total of ninety-two (92) copies of the distributed questionnaire were retrieved. These copies were analysed and the hypotheses were tested using the Spearman’s Correlation Coefficient with the aid of SPSS Version 25.0. The result revealed that; there is a significant relationship between online video displays and customer patronage, social media posts and customer retention and digital display ads and repurchase intention of customers of the petrol stations in Nigeria. Consequently, the study recommended amongst others that; Petrol stations should invest more on the promotion of their brands through online video displays as this is a potential way of wining and maintaining the patronage of a sizeable number of customers.