Effect of Electronic Marketing Practice on Service Satisfaction and Legal Framework in Nigeria Banking Sector

Oladejo M.o, Yinus S.o, Tajudeen Sanni and Akintunde Hakeem A.
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Oladejo M.o: Department of Accounting, Faculty of Management Sciences, Ladoke Akintola, University of Technology, Oyo State, Nigeria
Yinus S.o: Department of Accounting, Faculty of Management Sciences, Ladoke Akintola, University of Technology, Oyo State, Nigeria
Tajudeen Sanni: Department of Public Law, Senior Research Fellow, Nelson Mandela University, South-Africa.
Akintunde Hakeem A.: Department of Accounting, Faculty of Management Sciences, Ladoke Akintola, University of Technology, Oyo State, Nigeria

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 6, 439-449

Abstract: The emergence of technology has heightened the significance of marketing, making it a central element of business operations. However, there is a notable dearth of research focusing on the elements of e-marketing and their impact on customer service satisfaction, while considering the relevant legal regulations governing these activities. This research gap is especially conspicuous within the Nigerian banking industry, where intense competition persists following banking consolidation. Consequently, there is an urgent requirement for further empirical investigation in this area. This study endeavors to evaluate how electronic marketing practices influence customer satisfaction levels within Nigerian banks while taking into consideration the regulatory standards that govern these practices. Survey research design was employed through Primary data. Data collected was analyse with aid of descriptive and regression analysis. Results showed that electronic marketing variables significantly related to customer service satisfaction of the selected samples. The study concluded that all the identified variables; E-mail Marketing, Mobile Marketing, Search Engine Marketing and Social Media Marketing were major components of electronic marketing practice and positively influence customer bank service satisfaction and rule and regulation guiding the practice were embraced in the Nigeria banking sector. The study recommends that Nigeria deposit money banks to increase awareness of electronic banking benefits, with a focus on understanding and adhering to the legal framework, as a proactive strategy for maintaining positive customer relationship management.

Date: 2024
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