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

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.