Impact of Digital Marketing Communication on customer loyalty.
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Date
2003-12-18
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Faculty of Management and Social Sciences, Federal University Gashua, Yobe State, Nigeria
Abstract
The research examines the influence of digital marketing communication on customer loyalty of commercial banks. The research analyses social media marketing influence on customer loyalty of commercial bank users, and examine the influence of email marketing on customer trust. The research focused on existing and potential customers of commercial banks within Osun central senatorial district. Descriptive survey research design was adopted for this study in which a structured questionnaire was used to elicit information from the target respondents who are customers of commercial banks in Osun central senatorial district with sample size of 385. Descriptive and inferential statistic was used in analysing data and multi nominal regression was used to test the hypotheses. This result shows that the more spending on digital marketing communication, the more the intensity of customer loyalty. This implies that the more the intensity of digital marketing, the more customers are informed of services and are persuaded to patronize and loyal to a particular commercial bank.