Leveraging the Marketing Impact of Electronic Banking Advertisement on Customers Satisfaction

A Study of Some Selected Comercial Banks in Taraba State

Abstract

This study was carried out to leverage the marketing impact of digital banking advertisement on customer’s satisfaction with specific reference to some selected commercial Banks in Taraba State. In this study, a survey research design was adopted. The population of this study was carved out of the entire staff of some selected deposits money Banks in Taraba State. The study adopted a primary method with questionnaires as the main instrument of data collection. For the purpose of analysis, the study uses simple percentages in form of tables to analyses respondent information while chi-square (X²) technique were used to test and provides answers to the formulated hypothesis. Sequel to the analyses findings reveals that, there is a significant impact of digital banking advertisement on customer’s satisfaction in some selected commercial Banks in Taraba State at (P<0.05) significance level. From the findings the study concludes that, digital Banking has improved customer satisfaction than traditional banking system. Based on the conclusion the study recommends that banks should add other e-banking service delivery channels like mobile banking and internet banking in addition to existing delivery channels. Equally banks should work much in increasing the number of users of electronic Banking from all aspects that is from gender, age, educational status, occupationally and should do great job in making- business men/women to be the users of e-banking.