The Impact of E-marketing on Customers’ Satisfaction in Saudi Banks
Author:
Amal Mohammed Rizk
Master of Business Administration (MBA), College of Business and Management, Fahad Bin Sultan University, Kingdom of Saudi Arabia
doi.org/10.52132/Ajrsp.e.2025.77.1
This study aimed at identifying the impact of e-marketing on achieving the customers’ satisfaction in Saudi banks. To achieve the objectives of the study, the researcher designed a questionnaire that included (22) items to collect data from the study sample consisting of (235) clients. After conducting the analysis of the study data and setting its hypotheses by using (SPSS) the study concluded the followings:
The first axis was the importance of e-marketing; it took the first place among the three axes of the questionnaire, with an arithmetic mean (4.33), a standard deviation (0.66), and a degree of availability (strongly agree). It ranked the second after the axis of customers’ satisfaction, as the arithmetic mean on this axis reached (4.32), with a standard deviation of (0.69), and a degree (strongly agree).
In light of the results of this study, and with reference to the discussion of the main axes of the study, the researcher proposes recommends that Saudi banks need to expand the use of electronic marketing in banking services, as this helps in completing the work appropriately and with high accuracy. Banks in turn work to provide their services to customers with the latest electronic marketing techniques.
Keywords:
Saudi banks, e-marketing, customers’ satisfaction, websites, modern technologies
Academic Journal of Research and Scientific Publishing
