Critical success factors in e-marketing adoption and implementation among the fast-moving consumer goods retailers in Zimbabwe

Abstract

The institutionalization of e-marketing strategies, their adoption, and implementation hinges on the customers' perceptions of the critical success factors that the literature identifies in terms of an online competitive advantage, online shopping infrastructure development, online customer relationship, and online shopping risk. To assess the critical success factors, a sample of 300 customers of the fast-moving consumer goods retailers throughout the provinces of Zimbabwe participated in this study. The results indicated that customers' province of residence, their education and computer literacy levels are significantly associated with the critical success factors (CSFs) of e-marketing adoption and implementation. However, the study found that gender does not significantly affect the e-marketing CSFs. It is suggested that the demographic characteristics, related to education, computer literacy levels, and the province of residence are the strategic criteria for niche market segmentation and development that the fast-moving consumer goods retailers need to leverage for the successful adoption and implementation of e-marketing.