Electronic Marketing Strategies and Customer Satisfaction of Commercial Banks in Port Harcourt, Rivers State

Abstract

The study examined the relationship between Electronic Marketing Strategies and Customer Satisfaction of commercial banks in Port Harcourt, Rivers State. The study adopted the correlation survey research design. The target population of this study comprised of 21 registered commercial banks in Port Harcourt, Rivers State gotten through the Central Bank of Nigeria. Given a population of 21 banks which is less than thirty (30), the study adopted a census approach and undertook a study of the entire 21 banks with a focus on the staff (ICT personnel, Service Managers and Business Development Managers). To generate data for the study, sixty-three (63) copies of the questionnaire were given to the twenty-one (21) registered Banks in the frame of three (3) copies per bank. The questionnaire was structured on a four (4) point Likert scale. The data collected through the questionnaire were analysed using Pearson Product Moment Correlation. From the bivariate analysis carried out, it was discovered that electronic marketing strategies showed a significant relationship with customer satisfaction of commercial banks in Port Harcourt, Rivers State. It was revealed that content marketing showed a very strong and significant relationship with customer retention of commercial banks in Port Harcourt, Rivers State. Also, e-mail marketing showed a moderate and significant relationship with customer retention of commercial banks in Port Harcourt, Rivers State. The study concludes that electronic marketing strategies are significant predictors of customer satisfaction of commercial banks in Port Harcourt, Rivers State. The study recommends that banks should create content on various social media platforms as this would increase customer retention and they should adopt e-mail marketing in reaching out to customers. This would increase customer patronage and retention.