The Role of Online Marketing in Creating Global Supply Chains to enhance Customer Service Provision and Attract Global Suppliers: A Case of Trade kings
| dc.contributor.author | NANYANGWE, Esnart Chitalu | |
| dc.date.accessioned | 2024-06-28T10:08:41Z | |
| dc.date.available | 2024-06-28T10:08:41Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | The main objective of this study was to explore the Role of Online Marketing in Creating Global Supply Chains: A Case study of Trade kings. In order to meet this main objective, the researcher aimed at evaluating whether online marketing stimulates creation of superior global delivery channels for customer value at Trade kings; to determine whether online marketing leads to satisfaction, and loyalty customers at trade kings through global customer services provision and to establish the link between online marketing and attracting global suppliers of trade kings. This study employed the exploratory research design and the correlational research design to determine the degree of relationship between the independent and dependent variables. The study was conducted within the context of qualitative and quantitative (mixed approach) survey of marketing information analysis. Data collection for primary data was done through the use of semi-structured questionnaires for respondents who were employees which were administered by the researcher and semi structured interviews for those in Management. Secondary information was obtained from the trade kings’ website and other publications by the ministry of commerce as well as journals. Data collected through the research instruments was organized, coded and analyzed using the statistical package for social sciences (SPSS). The study revealed that the main roles of online marketing in global supply chains is that it helps to attract global suppliers with a correlation of 0.847, enhance global customer service provision with a correlation of 0.789 and makes a firm to have superior global delivery channels (correlation was highest 0.897). Based on these findings, the study recommends the need for the businesses to adopt technologies such as online marketing tools like email, social media and website aimed at stimulating global supply chain. The study further recommended the need for more collaborations between local firms, between government and the private sector as well as collaborations between local and international businesses especially those in nearby countries aimed at stimulating global supply chains. The study also recommends the need for more financial support from both the public and private sector stakeholders aimed at stimulating global supply chains. | |
| dc.description.sponsorship | Self | |
| dc.identifier.uri | localhost:4000/handle/123456789/291 | |
| dc.language.iso | en | |
| dc.publisher | University of Lusaka | |
| dc.title | The Role of Online Marketing in Creating Global Supply Chains to enhance Customer Service Provision and Attract Global Suppliers: A Case of Trade kings |