E-MARKETING OF PASTRY AND DOUGH PRODUCTS AND CONSUMERS’ SATISFACTION OF SERVICE QUALITY DELIVERY IN LAGOS STATE

Abstract

The study determined e-marketing of pastry and dough products and customer satisfaction on Service Quality Delivery in Mainland Local Government Area of Lagos State. Four research questions guided the study. Descriptive survey design was adopted. Population for the study was 1,500 household members. Sample size for the study was 306 which comprised of household members in Mainland Local Government Area of Lagos State. Questionnaire was used for data collection. The questionnaire was validated by three experts from the Home Economics Department, University of Lagos. Reliability of the instrument was determined through test-re-test method and a reliability co-efficient of 0.97 was obtained using spearman’s rank correlation method. Findings indicated that the pastry and dough products commonly purchased online included cakes, meat pies, fish pie, chin chin among others. The most commonly delivery method was the use of courier service. Findings also revealed that customers are satisfied with marketing vendors when food products ordered are delivered in good condition and when food products ordered are delivered timely. Results showed that the problem customers face in e-marketing of pastry and dough products delivery includes the delivering of product that are not of the same shape, size and quality with the particular products ordered. It was concluded that the right delivery method should be adopted to ensure that food product ordered are same as food products delivered. Among recommendations made were that e-marketing vendors should ensure that pastry and dough products ordered are same with products delivered.