DIGITAL TRANSFORMATION AND MARKETING PERFORMANCE OF FAST-FOOD RESTAURANTS IN ENUGU STATE, NIGERIA: THE MEDIATING ROLE OF MARKETING CAPABILITIES

Authors

  • Onah, James Ikechukwu Department of Marketing, Institute of Management and Technology Enugu State, Nigeria
  • Okoro, Deborah Patience Department of Marketing, University of Nigeria, Enugu Campus, Enugu State, Nigeria
  • Ikpo, Kobimdi Pamela Department of Marketing, University of Nigeria, Enugu Campus, Enugu State, Nigeria
  • Mmoegbunam, Stephen Chijioke Department of Marketing, University of Nigeria, Enugu Campus, Enugu State, Nigeria
  • Muojekpe, Jude Chinonso Department of Business Administration, University of Agriculture and Environmental Sciences, Imo State, Nigeria

Keywords:

Digital transformation, marketing performance, marketing capabilities, Fast-Food restaurants, Enugu State.

Abstract

The study investigated the effect of digital transformation on marketing performance of Fast-Food 
Restaurants in Enugu state, Nigeria: The mediating role of marketing capabilities. The objective was 
to examine the relationship between digital transformation and marketing performance, considering 
how marketing capabilities mediate the relationship. A quantitative research was conducted using a 
cross sectional survey research design. The population comprises managers and personnel of 183 
Fast-Food restaurants selected in Enugu state.  An online questionnaire in Google Document was 
used for data collection. Discriminant and convergent validity tests were conducted, and reliability 
was tested using composite reliability. Purposive sampling was used in distribution of questionnaire 
to a sample of 398 respondents. Partial Least Square (SMART 4) Structural Equation Modeling 
technique was used for inferential statistical analysis at 5% level of significance. Descriptive 
statistical analysis was carried out using tables, frequencies, mean, and standard deviation aided by 
SPSS version 28.0. The findings revealed that digital transformation had no significant effect on 
marketing performance of Fast-Food restaurants in Enugu state, Nigeria. It also revealed that 
marketing capabilities mediate the relationship between digital transformation and marketing 
performance. It was concluded that digital transformation has no significant direct effect on marketing 
performance of Fast-Food restaurants in Enugu state; however it has an indirect effect through 
marketing capabilities as a mediating factor. The study recommended that Fast-Food restaurants 
should embrace digital transformation with adequate marketing capabilities for enhanced marketing 
performance in Enugu state. The findings of the study have many implications to the policy holders, 
stakeholders, marketers, consumers, Fast-Food restaurants, and future researchers. 

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Published

2026-06-16

Issue

Vol. 3 No. 2 (2026): Unizik Journal of Marketing, e-ISSN: 3092 - 8923

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

DIGITAL TRANSFORMATION AND MARKETING PERFORMANCE OF FAST-FOOD RESTAURANTS IN ENUGU STATE, NIGERIA: THE MEDIATING ROLE OF MARKETING CAPABILITIES . (2026). UNIZIK Journal of Marketing, 3(2), 243-258. https://journals.unizik.edu.ng/ujofm/article/view/8353

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