E-Marketing and Customer Retention in Emerging Markets: Evidence from Zambia’s ICT Sector

This study investigates the effect of e-marketing strategies on customer retention, focusing on NECOR Zambia Limited within the Lusaka District. Drawing on customer relationship management (CRM) theory, relationship marketing theory, and the resource-based view (RBV), the study examines how digital marketing practices influence customer loyalty in an emerging market context. A mixed-methods research design was adopted, combining quantitative and qualitative approaches. Data were collected from 142 customers and 10 employees using structured questionnaires and semi-structured interviews. Quantitative data were analysed using regression analysis, while qualitative data were analysed using thematic analysis. The findings indicate that e-marketing significantly enhances customer retention, with email marketing and personalized digital communication emerging as key drivers. Regression results confirm that alignment between digital marketing strategies and customer preferences positively influences retention, while misalignment negatively affects customer loyalty. However, challenges such as resource constraints, pricing competition, and digital resistance limit effectiveness. The study contributes to the literature by providing empirical evidence from a developing economy and highlighting the moderating role of contextual factors. It recommends integrated multi-channel strategies, investment in digital capabilities, and enhanced customer engagement to improve retention outcomes.