Abstract: The rise in digital technology and marketing has altered the way businesses are done around the globe. Banking operations and services have become ubiquitous through digital marketing and its platforms. The study appraised the adoption of digital marketing in Nigerian banking industry. The survey design was adopted in this study. 15 staff each was randomly drawn from 7 commercial banks purposively from Nigeria. Out of 105 copies of questionnaire administered, 95 responses were used for the study. Correlation and regression models were used in analyzing data obtained. Among the findings is that digital marketing significantly and positively impact on customers’ patronage. The researchers recommend that banks should continue to sensitize customers on the availability of their digital marketing platforms to increase patronage, bank managers should ensure that customers get feedback on their inquiries and treat their complaints as fast as possible to sustain the customers’ patronage and confidence in the bank.
Keywords: digital marketing, platform, banking, service delivery, customer patronage.
Title: Digital Marketing in Nigerian Banking Industry: An Appraisal
Author: Emeh, Prince Chinenye, Ahaiwe, Emmanuel Onyedikachi, Okoro, Ama Omaka
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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