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Vol. 5, November  Issue 11

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IMPROVING CUSTOMER SATISFACTION THROUGH DIGITAL MARKETING IN THE NIGERIAN DEPOSIT MONEY BANKS

Abstract

Abstract:Developments of digitaltechnologies have made it imperative for companies to have a rethink on howthey conduct their business since consumer’s adoption of digital technologiesis alarming. The pervasive nature of digital technologies requires a newapproach to marketing and a new understanding of customer satisfaction. Thebroad objective of this study is to ascertain the effect of digital marketingon customer satisfaction in the Nigerian deposits money banks. The study madeuse of a sample of 214 employees from some selected banks in Warri Metropolisin Delta State, Nigeria. Cross sectional survey research design method wasadopted, and the statistical techniques used comprised of simple percentage,correlation and multiple regression analysis. Findings showed that e-mail marketing have the highest significant positiveeffect on customer satisfaction in the Nigerian deposit money banks.This implies that customers appreciate regular communication via e-mail becauseit brings value and satisfaction to them. The study concludes that companieswhose website have quality contents are ranked higher in search engine resultsand are better positioned in achieving superior performance by way of customersatisfaction. The study recommends that a strategy should be put in place tointegrate mobile marketing with other digital marketing media during itsimplementation because it is difficult to separate customers from their mobiledevices and gadget.

Keywords Digital Marketing,Mobile Marketing, E-Mail Marketing, Search Engine Marketing, CustomerSatisfaction.

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