Effect of Omini-Channel Marketing on the Performance of Transport Firms in Anambra State (Published)
The study examined the effect of omini-channel marketing on the performance of transport firms in Anambra State. The specific objective was to; analyze the effect of web rooming, personal messaging and social media engagement on the performance of transport firms in Anambra State. Survey research design was adopted in the study. Primary sources of data were adopted in this study. The population of this study comprised of the senior staff of the selected transport firm in Anambra state. The total population for the study is two hundred and seven (207) senior staff that are registered with Anambra state Ministry of Transport. In this study the method use for data collection is structured questionnaire. Analysis will be carried out with the aid of Statistical Package for Social Sciences (SPSS). The study found that Web rooming has no significant effect on performance of transport firms in Anambra State. Personal messaging has significant effect on performance of transport firms in Anambra State. It was recommended that transportation firms should Leverage customer data from multiple sources, such as CRM systems, social media, and web analytics, to inform marketing decisions; transportation firms should invest in technology platforms that enable seamless integration of online and offline channels, such as CRM software, mobile apps, and website personalization tools.
Keywords: Omini-channel marketing, personal messaging and social media engagement, transport firms, web rooming