DIGITAL MARKETING AND CUSTOMER SATISFACTION IN SELECTED DEPOSIT MONEY BANKS IN AWKA METROPOLIS, ANAMBRA STATE

Abstract

In today’s competitive banking sector, where customer satisfaction is increasingly influenced 
by digital interactions, banks must adopt effective digital marketing strategies to enhance 
service delivery and retain clients. This study therefore examines the effect of digital marketing 
on customer satisfaction in selected deposit money banks in Awka Metropolis, Anambra State. 
The specific objectives were to: (i) ascertain the influence of mobile payment services on 
customer satisfaction; (ii) determine the effect of online banking experience on customer 
satisfaction; (iii) examine the impact of social media engagement on customer satisfaction; and 
(iv) identify the effect of mobile banking applications on customer satisfaction. The study 
adopted a descriptive survey design, with data collected through structured questionnaires 
administered to 180 respondents selected using simple random sampling. Data were analyzed 
using descriptive statistics and regression analysis. The findings revealed that mobile payment 
services significantly influence customer satisfaction (B = 0.286, p = 0.000), online banking 
experience has a positive effect (B = 0.085, p = 0.025), social media engagement significantly 
impacts satisfaction (B = 0.332, p = 0.007), and mobile banking applications positively affect 
customer satisfaction (B = 0.216, p = 0.000). The study concludes that digital marketing tools 
play a critical role in enhancing customer satisfaction in the banking sector. It recommends that 
banks invest in improving mobile payment platforms, enhance online banking interfaces, 
actively engage customers on social media, and continuously upgrade mobile banking 
applications to maintain high levels of customer satisfaction.