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Examining the effect of customers' perception of bank marketing communication on customer loyalty
2020
Scientific African
Even though the banking industry across the globe has undergone tremendous transformations especially digitalisation, research has barely kept pace with these changes especially as it has to do with marketing communication strategies. Thus, this paper examined how customers' perceptions of banks marketing communication tools influence customer loyalty. 313 valid responses were obtained from Nigerian bank customers through a survey questionnaire. The partial least squares structural equation
doi:10.1016/j.sciaf.2020.e00383
fatcat:syzvj3zlx5ed5j2dplozys4ghm