DIGITAL MARKETING AND CUSTOMER SATISFACTION AMONG FINTECH BANK USERS
Abstract
This study investigates the impact of digital marketing on customer satisfaction among users of fintech banks in Nigeria. With the increasing adoption of digital financial services, fintech institutions leverage innovative marketing strategies to attract and retain customers. The research specifically examines how key digital marketing dimensions, social media marketing, email marketing, and mobile marketing, affect customer satisfaction. A survey design was employed, with data collected from 384 fintech bank users via structured questionnaires. The analysis, conducted using regression techniques, reveals that social media, email marketing, and mobile marketing have significant positive effects on customer satisfaction. The study concludes that digital marketing is a critical driver of customer satisfaction in the fintech banking sector and recommends that fintech firms intensify personalized and interactive digital engagement strategies. This research contributes to understanding how technology-driven marketing approaches can enhance customer experience and loyalty in the evolving financial services landscape.
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