AN ASSESSMENT OF THE BENEFITS AND CHALLENGES OF E-MARKETING AMONG FACILITIES MANAGEMENT FIRMS IN KADUNA
AN ASSESSMENT OF THE BENEFITS AND CHALLENGES OF E-MARKETING AMONG FACILITIES MANAGEMENT FIRMS IN KADUNA
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Date
2018
Authors
ABDULAZEEZ, A.D. DODO, Mansir LABBO. M.S.
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Abstract
Facilities Management (FM) is underpinned by integrating people, processes technology and the workplace.
Since the advent of Information and Communications Technology (ICT), FM business delivery has been
more effective similar to other business deliveries. Among other applications of ICT, electronic marketing
(e-marketing) has been identified to enhance the business delivery operations in organisations. While such
success of e-marketing is most often than not covers areas such as banking and manufacturing, there is need
to explore the accorded successes e-marketing can accrue specific to FM. Hence, this study assessed
e-marketing with a view to ascertain the benefits and challenges (of e-marketing) in FM delivery. Using
judgmental sampling, data is collected from 75 organisations practicing FM in Kaduna with the aid of a
structured questionnaire. The technique was 'drop and collect'. All 75 distributed questionnaires were
successfully retrieved. Data is analysed descriptively using the mean and Relative Importance Index (RII) to
Rank factors studied. Results reveal that out of the 8 identified benefits of e-marketing to FM, the most
beneficial application of e-marketing to FM is its enhancing effectiveness of work and increasing job
productivity. Similarly, out of 11 identified challenges of e-marketing to FM, the greatest challenge
perceived by the respondents is that interacting with e-marketing tools require some mental effort. Findings
reveal that although the respondents perceive e-marketing to FM to being beneficial to both the work and the
employee (which by extension is beneficial to the organisation), the mental effort required to using
e-marketing tools in FM serves as a great challenge. Therefore, although e-marketing in FM can be said to
affect people, work processes and the workplace, the extent of the effect depends on the mechanism put in
place to improve the efficiency ofFM service deliveiy (both the core and supporting businesses of an
organisation). The implication of this study is for organisations to reap from the identified benefits and also
mitigate the challenges of e-marketing towards effective FM sei-vice delivery.
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Ddepartment of Building, Ahmadu Bello University Zaria Nigeria