Impact of E-Marketing on the Performance of Selected Airlines in Akwa Ibom State Nigeria

e-marketing is showing an explosive growth in Nigerian service industry today because it comes with much opportunities for maximized profit, personalized, interactive and measurable operations impact from any location in the world, though not without challenges. This study seeks to examine the operations of Aero Contractors and Arik Nigeria Airlines as service companies in other to encourage increase performance. The study adopted survey design, the sample size was 400 drawn from the customers of Arik and Aero Airlines, of which 381 questionnaire copies were returned and used accordingly to measure the perception of consumers on the applications of e-tools; e-mail, Web site for online booking, search engine marketing, social media and e-word-of-mouth. Chi-square and ordinary least square statistical tools were used for the hypotheses tests with the aid of Statistical Package for Social Sciences (SPSS). Findings revealed that; there is a significant relationship between the application of electronic marketing tools of Website for online bookings/reservations, e-mailing/social media for customer/management relationship management and the performance of these airlines. Performance here covers; increased consumers’ satisfaction and patronage and as a result increased the productivity levels of these airline companies. Recommendations were made that; service companies must educate the populace on the benefits of electronic marketing tools application, so as to tap enormous benefits that abound. Moreso, to overcome some challenges faced by e-marketers, government should creates an enabling environment by enacting laws to protect company’s electronic innovative strides, equivalent to what patent right represent in tangible product marketing.