INFLUENCE OF MARKETING ON CUSTOMERS’ SATISFACTION IN THE BANKING INDUSTRY

(A CASE STUDY OF KADUNA STATE, NIGERIA)

By

Author

Presented To

Department of Education

ABSTRACT
The study was carried out to investigate the influence of marketing on customers? satisfaction in the banking industry in Kaduna state Nigeria. To achieve the purpose of the study four research questions were raised to answer the problem of the study, while four null hypotheses were formulated and tested at 0.05 level of significance respectively. Survey design was adopted for the study. The population was fourteen thousand nine hundred (14,900) bank customers in twenty two (22) commercial banks in Kaduna state, out of which seven hundred and forty five (745) were sampled. Random sampling technique was used for selecting the sample size. Questionnaire was used to obtain information from the respondents. Data were analysed using chi-square for answering the four research questions and null hypotheses. The results of the study showed among others that advertisement by banks significantly contributed to their satisfaction. The study concluded that marketing activities such as advertisement, personal selling, mobile banking and e-banking significantly influence customer satisfaction in the banking industry in Kaduna State. One of the recommendations is that banks should always ensure that there is adequate mobile service in the banking industry for continuous customer satisfaction. In view of the limitation of the study, it was suggested that further study could be carried out to cover a cross section of customers in Nigeria.