The effect of e-marketing on the marketing effectiveness and efficiency of medium and large financial service enterprises in Ethiopia

The purpose of this empirical study was to examine the link between e-marketing implementation and its value outcomes such as marketing effectiveness and efficiency in medium and large financial service enterprises (MLFSEs) in Ethiopia. The approach of the study is analytical survey method. Based on a multi-item construct of marketing effectiveness, marketing efficiency and e-marketing implementation, data were generated from randomly selected 200 middle and top-level managers. The generated data were analyzed by using factor analysis with principal component and multiple regression methods. The research findings suggest that e-marketing implementation as measured by promotional and transactional related activities have a positive and significant impact on the marketing effectiveness dimensions as measured by an amalgam of five components, notably: customer philosophy, operational efficiency, strategic orientation, adequate marketing information and integrated marketing organizations. The findings have also shown a positive and significant impact over marketing efficiency as measured by fifteen multi-item constructs. Finally, Research and managerial implications of the findings are presented along with future research directions.