TECHNOLOGY IN MARKETING FINANCIAL SERVICES, CUSTOMER SATISFACTION AND SUSTAINABILTY IN BANKING SECTOR
TECHNOLOGY IN MARKETING FINANCIAL SERVICES, CUSTOMER SATISFACTION AND SUSTAINABILTY IN BANKING SECTOR

Summary/Abstract: Purpose – The study examined the effect of technology in marketing financial services(TMFS) on customer satisfaction and sustainability in Nigeria’s banking sector. Bankingis changing in terms of technology and competitiveness. As a result, banks must effec-tively handle these changes by offering consistently efficient and effective services. TMFSis widely recognised as a paradigm shift in the provision of effective services in a highlycompetitive sector.Research method – The research collected data from bank managers and customers ofselected banks through questionnaire surveys and observation supported with a semi-struc-tured interview. The data were analysed using statistical techniques.Results – According to the research results, the majority of respondents believe thatTMFS influence customer satisfaction and sustainability in the banking sector.Originality   / value   / implications   / recommendations – Due to the industry’s intense com-petition and the need for marketing efficiency, the research concluded that strong andefficient TMFS processes are necessary to maintain existing customers while attractingnew ones.

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