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Digital Marketing and Customer Satisfaction: Strategies for Marketing Managers

Abstract

Banking services are a part of the past, with conventional brick-and-mortar banking requiring physical interactions between customers and banks. However, with the Internet and mobile technology, banking services have progressed to another stage. The goal of the study is investigate the effects of digital strategies on customer service. The study used quantitative approach to test hypotheses and to establish relationship between variables through correlation and regression analyses. Questionnaire was the main research instrument. The study five digital strategies to have significant effects on customer satisfaction. It was concluded that management in the various banks should understand how the digital channels work and then use them appropriately to enhance customer satisfaction.

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