Assessment of Holistic Marketing Practices and Customer Satisfaction in Nigerian Banking Industry

Abstract

In the ever-evolving landscape of the Nigerian banking industry, the integration of technological advancements has become a pivotal factor in shaping holistic marketing practices and subsequently influencing customer satisfaction. This study investigates the profound impact of technological innovations on the adoption of holistic marketing strategies and their consequent effects on customer satisfaction within the Nigerian banking sector. Drawing from data collected from a sample population of Kwara State Polytechnic students, totalling 400 respondents, and utilizing the Structural Equation Model (SEM), this research explores the intricate relationship between technology, holistic marketing, and customer satisfaction. The findings reveal that as technology continues to reshape the industry, Nigerian banks are increasingly adopting holistic marketing approaches that align customer touchpoints, streamline operations, and enhance customer experiences. The study highlights the effectiveness of these strategies in engendering greater customer satisfaction, which, in turn, contributes to improved brand loyalty within the Nigerian banking sector. As a result, the study recommends that banks adopt holistic marketing practices by ensuring a coordinated and integrated approach to marketing in order to ensure customer satisfaction.