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Olugbenga Olunuga Adeshola (University of Lagos, Nigeria)
Technology in Marketing Financial Services, Customer Satisfaction and Sustainabilty in Banking Sector
Optimum : Economic Studies, 2023, nr 2 (112), s. 177-192, tab., bibliogr. s. 190-192
Marketing usług, Usługi finansowe, Sektor bankowy, Satysfakcja klienta, Rozwój zrównoważony
Service marketing, Financial services, Banking sector, Customer satisfaction, Sustainable development
JEL Classification: G21, L86
Purpose - The study examined the effect of technology in marketing financial services (TMFS) on customer satisfaction and sustainability in Nigeria's banking sector. Banking is changing in terms of technology and competitiveness. As a result, banks must effectively handle these changes by offering consistently efficient and effective services. TMFS is widely recognised as a paradigm shift in the provision of effective services in a highly competitive sector. Research method - The research collected data from bank managers and customers of selected banks through questionnaire surveys and observation supported with a semi-structured interview. The data were analysed using statistical techniques. Results - According to the research results, the majority of respondents believe that TMFS influence customer satisfaction and sustainability in the banking sector. Originality / value / implications / recommendations - Due to the industry's intense competition and the need for marketing efficiency, the research concluded that strong and efficient TMFS processes are necessary to maintain existing customers while attracting new ones. (original abstract)
Full text
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