The Impact of Electronic Marketing on Achieving Customer Satisfaction in the Banking Sector

Abstract

Digital electronic marketing is a vital requirement for customer satisfaction in banks in the new environment. This study examines electronic marketing strategies and their relationship with customer satisfaction in the banking sector. Using an extensive literature review, this study seeks to identify key electronic marketing channels and strategies that banks use, as well as their influence on customer satisfaction outcomes. Despite the increasing recognition of the importance of electronic marketing in achieving customer satisfaction, only a limited number of detailed studies investigating this association have been conducted in the banking context. While previous studies have focused on different aspects of electronic marketing and customer satisfaction in isolation, there is a pressing need for empirical studies that integrate these variables to provide a holistic understanding of their relationship.