IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i6p439-449.html
   My bibliography  Save this article

Effect of Electronic Marketing Practice on Service Satisfaction and Legal Framework in Nigeria Banking Sector

Author

Listed:
  • Oladejo M.O

    (Department of Accounting, Faculty of Management Sciences, Ladoke Akintola, University of Technology, Oyo State, Nigeria)

  • Yinus S.O

    (Department of Accounting, Faculty of Management Sciences, Ladoke Akintola, University of Technology, Oyo State, Nigeria)

  • Tajudeen Sanni

    (Department of Public Law, Senior Research Fellow, Nelson Mandela University, South-Africa.)

  • Akintunde Hakeem A.

    (Department of Accounting, Faculty of Management Sciences, Ladoke Akintola, University of Technology, Oyo State, Nigeria)

Abstract

The emergence of technology has heightened the significance of marketing, making it a central element of business operations. However, there is a notable dearth of research focusing on the elements of e-marketing and their impact on customer service satisfaction, while considering the relevant legal regulations governing these activities. This research gap is especially conspicuous within the Nigerian banking industry, where intense competition persists following banking consolidation. Consequently, there is an urgent requirement for further empirical investigation in this area. This study endeavors to evaluate how electronic marketing practices influence customer satisfaction levels within Nigerian banks while taking into consideration the regulatory standards that govern these practices. Survey research design was employed through Primary data. Data collected was analyse with aid of descriptive and regression analysis. Results showed that electronic marketing variables significantly related to customer service satisfaction of the selected samples. The study concluded that all the identified variables; E-mail Marketing, Mobile Marketing, Search Engine Marketing and Social Media Marketing were major components of electronic marketing practice and positively influence customer bank service satisfaction and rule and regulation guiding the practice were embraced in the Nigeria banking sector. The study recommends that Nigeria deposit money banks to increase awareness of electronic banking benefits, with a focus on understanding and adhering to the legal framework, as a proactive strategy for maintaining positive customer relationship management.

Suggested Citation

  • Oladejo M.O & Yinus S.O & Tajudeen Sanni & Akintunde Hakeem A., 2024. "Effect of Electronic Marketing Practice on Service Satisfaction and Legal Framework in Nigeria Banking Sector," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(6), pages 439-449, June.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:6:p:439-449
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-6/439-449.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/effect-of-electronic-marketing-practice-on-service-satisfaction-and-legal-framework-in-nigeria-banking-sector/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    2. Kimery, Kathryn M. & Rinehart, Shelley M., 1998. "Markets and Constituencies: An Alternative View of the Marketing Concept," Journal of Business Research, Elsevier, vol. 43(3), pages 117-124, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kinias, Ioannis & Chalis, Spyridon & Glyptis, Loukas, 2023. "Family business research: A systematic review and an uncelebrated role of marketing," Journal of Business Research, Elsevier, vol. 162(C).
    2. Re, Beatrice & Magnani, Giovanna, 2022. "Value co-creation in circular entrepreneurship: An exploratory study on born circular SMEs," Journal of Business Research, Elsevier, vol. 147(C), pages 189-207.
    3. Xu Guan & Yulan Wang & Zelong Yi & Ying‐Ju Chen, 2020. "Inducing Consumer Online Reviews Via Disclosure," Production and Operations Management, Production and Operations Management Society, vol. 29(8), pages 1956-1971, August.
    4. Khondker Mohammad Zobair & Louis Sanzogni & Luke Houghton & Md Zahidul Islam, 2021. "Forecasting care seekers satisfaction with telemedicine using machine learning and structural equation modeling," PLOS ONE, Public Library of Science, vol. 16(9), pages 1-31, September.
    5. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    6. Philipp Afèche & Mojtaba Araghi & Opher Baron, 2017. "Customer Acquisition, Retention, and Service Access Quality: Optimal Advertising, Capacity Level, and Capacity Allocation," Manufacturing & Service Operations Management, INFORMS, vol. 19(4), pages 674-691, October.
    7. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    8. Mandy Loh & Maisarah Ahmad & Suhaila Abdul Kadir & Syed Shah Alam, 2015. "Influence Of Customer Values And Self-Image Congruity On Customer Behavior-Based Crm Performance," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 23-44, May.
    9. Angulo-Ruiz, Fernando & Pergelova, Albena & Cheben, Juraj & Angulo-Altamirano, Eladio, 2016. "A cross-country study of marketing effectiveness in high-credence services," Journal of Business Research, Elsevier, vol. 69(9), pages 3636-3644.
    10. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    11. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    12. Vishal Gaur & Young-Hoon Park, 2007. "Asymmetric Consumer Learning and Inventory Competition," Management Science, INFORMS, vol. 53(2), pages 227-240, February.
    13. Gaurav Khatwani & Gopal Das, 2016. "Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 28-49.
    14. Yanlong Guo & Jiaying Yu & Han Zhang & Zuoqing Jiang, 2022. "A Study on Cultural Context Perception in Huizhou Cultural and Ecological Reserve Based on Multi-Criteria Decision Analysis," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    15. Brady, Michael K. & Robertson, Christopher J. & Cronin, J. Joseph, 2001. "Managing behavioral intentions in diverse cultural environments: an investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers," Journal of International Management, Elsevier, vol. 7(2), pages 129-149.
    16. Tae-Seung Park & Jun-Su Kim & Jiyoun Kim, 2021. "The Impact of Perceived Hapkido Service Quality on Exercise Continuation and Recommendation Intentions, with a Focus on Korean Middle and High School Students," Sustainability, MDPI, vol. 13(6), pages 1-10, March.
    17. Heribert Gierl & Gunter Gehrke, 2004. "Kundenbindung in industriellen Zuliefer-Abnehmer-Beziehungen," Schmalenbach Journal of Business Research, Springer, vol. 56(3), pages 203-236, May.
    18. repec:aud:audfin:v:21:y:2019:i:51:p:422 is not listed on IDEAS
    19. Taryn Renatta De Mendonca & Yan Zhou, 2019. "Environmental Performance, Customer Satisfaction, and Profitability: A Study among Large U.S. Companies," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    20. Xiang Hui & Tobias J. Klein & Konrad Stahl, 2021. "When and Why Do Buyers Rate in Online Markets?," CRC TR 224 Discussion Paper Series crctr224_2021_267v1, University of Bonn and University of Mannheim, Germany.
    21. Afaq Ahmed Khan & Saneela Jadoon & Naqash Ahmad Khan Tareen, 2016. "Impact of Advertising on Brand Awareness and Commitment in Female Apparel Industry," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(3), pages 79-94, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:6:p:439-449. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.