ELECTRONIC MARKETING AND CUSTOMER SATISFACTION IN THE NIGERIAN BANKING INDUSTRY (A CASE STUDY OF GTBANK, UNIVERSITY OF ILORIN BRANCH)
Abstract
Electronic Marketing: The use of digital media, internet platforms, and electronic
communication tools to promote services, interact with customers, and support service delivery.
Electronic Banking: The use of technological platforms such as mobile apps, websites, ATMs, SMS
systems, and POS terminals for carrying out banking transactions electronically.
Customer Satisfaction: The degree of fulfilment or contentment experienced by customers after
comparing expected service performance with actual service delivery.
Mobile Banking: Banking activities carried out through mobile phones or banking applications.
Internet Banking: The use of web-based platforms to access banking services online.
ATM: Automated Teller Machine used for cash withdrawal, balance enquiry, transfer, and related
banking services.
POS: Point of Sale terminal used to make payments electronically for goods and services.
SMS Banking: A banking service that provides customers with text message alerts and simple banking
information
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