Enhancing E-Marketing Utilisation: The Role of Product Quality Strategies Among Small and Medium-Scale Enterprises in South-East, Nigeria

Résumé

This study explored the efficacy of product quality strategies in augmenting the utilisation of e-marketing operations among small and medium-scale enterprises (SMEs) in South-East Nigeria. Employing a descriptive survey research design, the study investigated a single research question and tested two null hypotheses at a significance alpha level of 0.05. Data collection involved an 8-item questionnaire administered to a sample population of 388 registered SMEs in the South-East, Nigeria. Face validity and the Cronbach Alpha method were employed to ensure the reliability of the questionnaire. The reliability coefficient of 0.71 was established. Descriptive statistics were used for data analysis, including mean and standard deviation. The study revealed that product quality strategies significantly contribute to enhancing the utilisation of e-marketing operations among SMEs in South-East Nigeria. Consequently, it was concluded that SMEs can leverage product quality strategies to bolster e-marketing utilisation in the region. Recommendations include heightened oversight by regulatory bodies such as the Standards Organisation of Nigeria (SON) and the National Agency for Food, Drug Administration and Control (NAFDAC) to ensure SMEs adhere to quality standards.