E-MARKETING AND ITS EFFECT ON CUSTOMER SATISFACTION IN THE COMMERCIAL BANKS

Author (s) : Dr. C.V.SUJARITHA and S.PADMAVATHI

---

Abstract :
The aim of this paper is to evaluate customer satisfaction in the banking sector of Libya, based on e-marketing. This is an empirical study using mainly primary  data collected through a well-structured  questionnaire. The study was conducted after  validity and reliability testing of a self-administered questionnaire using SPSS program. The questionnaire was distributed to a sample of 150 bank  customers in  Misurata, Libya.  This paper  makes  a useful  contribution as  there are  only  a  few  studies  dealing with  the assessment of components of e-marketing in banking sector of Libya. The findings showed that there is a significant relationship between the customer satisfaction and e-marketing.  Based on three different independent variables (mobile phones, internet and credit cards),  regression analysis showed  that all  these variables positively  influenced customer satisfaction in  Libyan banking sector. This research has greater implication for the bank management who  are looking forward to newer business strategies to achieve customer satisfaction.

Keywords : e-marketing, customer satisfaction, Libya, internet, mobile banking, credit cards.

Conference Date : 30/08/2019

Pages : 139

Paper ID : 19137