Assessment of Holistic Marketing Practices and Customer Satisfaction in Nigerian Banking Industry
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Date
2023-01-31
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Journal ISSN
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Publisher
African Journal of Management and Business Research
Abstract
In the ever-evolving landscape of the Nigerian banking industry, the integration of technological
advancements has become a pivotal factor in shaping holistic marketing practices and
subsequently influencing customer satisfaction. This study investigates the profound impact of
technological innovations on the adoption of holistic marketing strategies and its consequent
effects on customer satisfaction within the Nigerian banking sector. Drawing from data collected
from a sample population of Kwara State Polytechnic students, totaling 400 respondents, and
utilizing the Structural Equation Model (SEM), this research explores the intricate relationship
between technology, holistic marketing, and customer satisfaction. The findings reveal that as
technology continues to reshape the industry, Nigerian banks are increasingly adopting holistic
marketing approaches that align customer touchpoints, streamline operations, and enhance
customer experiences. The study highlights the effectiveness of these strategies in engendering
greater customer satisfaction, which, in turn, contributes to improved brand loyalty within the
Nigerian banking sector. As a result, the study recommends that banks adopt holistic marketing
practices by ensuring a coordinated and integrated approach to marketing in order to ensure
customer satisfaction.
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Citation
Salau, A. A., Ajeigbe, M. B., & Toluyemi, S. T. (2023). Assessment of Holistic Marketing Practices and Customer Satisfaction in Nigerian Banking Industry. African Journal of Management and Business Research, 12(1), 61-72