STRATEGIC MARKETING INTELLIGENCE AND CUSTOMER SATISFACTION AMONG DEPOSIT MONEY BANKS IN ENUGU STATE, NIGERIA

Abstract

The study investigated the effect of marketing intelligence on customer satisfaction among deposit 
money banks in Enugu state Nigeria. The study centered on how marketing intelligence variables 
including product intelligence, competitor intelligence, customer intelligence and market 
intelligence affect customer satisfaction.  A cross sectional survey research design was adopted 
using customers of deposit money banks in Enugu state as the population. The population size was 
unknown while the sample size was 384. Primary source of data was used while the instrument of 
data collection was a structured questionnaire. The validity of the instrument was tested using 
expert opinion while the reliability of the research instrument was tested using Cronbach Alpha 
coefficient. The study used a purposive sampling technique in reaching the respondents. Multiple 
regression statistical analysis method was used for inferential statistical analysis while descriptive 
analysis was carried out using tables, frequencies and percentages. The study revealed that product 
intelligence, competitor intelligence, customer intelligence and market intelligence have 
significant and positive effect on customer satisfaction. It was concluded that the marketing 
intelligence dimensions understudy have significant and positive effect on customer satisfaction. 
The study recommended that deposit money banks should ensure improved usage of the studied 
marketing intelligence dimensions for enhanced customer satisfaction with their service offerings 
in Enugu state.