EMPIRICAL EVALUATION OF THE IMPACT OF INTERNET MARKETING ON BANKING SERVICES IN NIGERIA

168

An investigation on the effect of internet marketing on banking services in Nigeria is the focus of this research. The primary goal of this study is to examine how internet marketing might improve banking services in Nigeria. Throughout this research, 180 people (workers and customers) from four generation banks in the nation were surveyed, which represents 65% of the overall population (280). These hypotheses were tested by using descriptive statistics and chi-square analysis of the data, which revealed that internet marketing has greatly improved Nigerian bank customers’ experiences, particularly in terms of increased loyalty and timely (effective) service delivery as well as decreased marketing expenses According to a recent research, new and inexpensive methods to learn about and monitor consumers, manufacture goods customized to match customer wants, distribute items more efficiently and connect effectively with prospective customers have been made possible by internet marketing. Management and other stakeholders in the Nigerian banking sector should address issues including poor connectivity, inadequate computers and ICT infrastructure, and cyber-crime, which have hampered the overall success of the country’s banking operations. This is a major recommendation made.

Download Full Material-N4000