Digital Marketing: An Opportunity To Personalize Banking Services For Better Customer Satisfaction

Abstract

Banking relationships are a big challenge in the age of electronic banking transactions and e-commerce: The customer has complete freedom to choose, he is more independent, has more power, is more informed and therefore, he risks to be less faithful.

This customer whose expectations are becoming increasingly greater: better quality of service and relationships, easier access, diversification of contact points, personalized products and services. In particular, it develops high expectations in terms of the bank-client relationship: availability of contacts, real-time response, time saving, and efficiency of the relationship.

In this vein, in order to meet the new expectations of their customers, online or physical banks are seeking to find ways to initiate and develop successful and lasting relationships with their customers: a completely personalized value proposition.

The aim of this article is to present digital marketing as a tool for personalizing services in the banking sector and maximizing customer delight.

To this end, the methodology followed in this article consists of first presenting a theoretical study, outlining the theoretical basis and pillars of digital marketing, and the impact of NICTs on marketing and banking services.  Secondly, to carry out a quantitative study of CIH customers, with the aim of studying and describing the influence of pseudo-personalization on overall customer satisfaction.

The quantitative study enabled us to confirm the existence of a positive correlation between pseudo-personalization and overall customer satisfaction.