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

Abstract

Developments of digital technologies have made it imperative for companies to have a rethink on how they
conduct their business since consumer’s adoption of digital technologies is alarming. The pervasive nature of digital
technologies requires a new approach to marketing and a new understanding of customer satisfaction. The broad
objective of this study is to ascertain the effect of digital marketing on customer satisfaction in the Nigerian deposits
money banks. The study made use of a sample of 214 employees from some selected banks in Warri Metropolis in Delta
State, Nigeria. Cross sectional survey research design method was adopted, and the statistical techniques used comprised
of simple percentage, correlation and multiple regression analysis. Findings showed that e-mail marketing have the
highest significant positive effect on customer satisfaction in the Nigerian deposit money banks. This implies that
customers appreciate regular communication via e-mail because it brings value and satisfaction to them. The study
concludes that companies whose website have quality contents are ranked higher in search engine results and are better
positioned in achieving superior performance by way of customer satisfaction. The study recommends that a strategy
should be put in place to integrate mobile marketing with other digital marketing media during its implementation
because it is difficult to separate customers from their mobile devices and gadget