The Impact of Trust On E-Marketing And Customer Satisfaction In The Commercial Banks Of A Developing Country

Ali Ismail Ali Algnaidi, Arun Kumar Tarofder, S. M. Ferdous Azam

doi:10.17762/pae.v58i1.1141

Abstract

The purpose of this paper is to determine, based on e-marketing, the customer satisfaction of Libya's banking industry. This is an empirical research designed using primary data gained by a well-structured questionnaire. After validity and reliability checking of a self-administered questionnaire using the SPSS software, the analysis was performed. The questionnaire was circulated in Misurata, Libya, to a sample of 350 bank customers. This paper provides a valuable contribution, as there are only a few studies dealing with the evaluation of e-marketing components in Libya's banking industry. The results have shown that the relationship between consumer satisfaction and e-marketing is significant here. Regression analysis found that all these factors positively impacted customer satisfaction in the Libyan banking sector based on three distinct independent variables (mobile phones, internet and credit cards). For bank management, which looks forward to innovative market models to gain customer satisfaction by trust-building, this study has huge implications.

Highlights

Banking is one of the most important sectors in a modern global economy that seeks to turn the planet into a small investment village (Pedro, Garzaro, & Varotto, 2020)
This study aims to find out the effect of e-marketing on customer's satisfaction in the Libyan commercial banks after reaching conclusions of the study on the importance of creating a line of trust between employees of banks and customers, and the importance of customer satisfaction is due it increasing the profits of banks
This study concludes that e-marketing in the Libyan banking industry through smart phones, internet and credit cards is the key influencer of consumer satisfaction

Summary

Introduction

Banking is one of the most important sectors in a modern global economy that seeks to turn the planet into a small investment village (Pedro, Garzaro, & Varotto, 2020). Its influence is not limited to the level of the bank, and to the impressions of the clients and the services provided by the banks, which is one way of increasing the productivity of the banks (Noman, Gee, & Isa, 2017). Banks play an important role and affect the growth and management of the economy at local, regional and global levels (Chaouali, Souiden, & Ladhari, 2020). Until www.psychologyandeducation.net supported by an aggressive marketing campaign that aims to recognise the needs of the consumer and improve the revenue and profits that the institution strives to accomplish, the capacity of any organisation to generate products and provides services is constrained (Ozili, 2020). The evolution of the banks' marketing activity over time has contributed to a shift in the methodology and viewpoint of business management, where this development has gone through several phases and where banking marketing plays a vital role in the banking institution's administrative layout (Floros, Giordani, & Judge, 2014)

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