Guerrilla Marketing Practices and Customer Satisfaction of Selected Banks in Lagos State, Nigeria

Several banks do not adequately understand their customers' needs and preferences, which has led to customer dissatisfaction. Their marketing strategies are not correctly aligned to ensure customer satisfaction. They assume they know the needs of their customers better than the customers themselves. This has often lead to the adoption of wrong strategies which yield no promising results. Hence customers become dissatisfied and are willing to leave the organisation once they get the opportunity. For the banks to be sustainable, innovative marketing through guerrilla marketing is essential. Therefore, this paper examines the effect of guerrilla marketing practices on customer satisfaction of selected deposit money banks in Lagos State, Nigeria. Descriptive survey research design was adopted for the study. The population of the study consists of management staffs at the strategic and operational management level from eight selected deposit money banks in Lagos state giving a population of 4837 and a sample size of 464 respondents were determined using the Raosoft sample size calculator. A structured questionnaire was administered which gave a response rate of 95.0 . The instrument was validated and the Cronbach's alpha reliability coefficient for the constructs ranged from 0.752 to 0.904. The data gathered was analyzed through descriptive, multiple regression analysis. The findings revealed that there is a positive and significant effect guerrilla marketing practices on customer satisfaction R2 = 0.625, F = 185.246 4 ,438 P 0.05 . The study concludes that guerrilla marketing practices have a positive relationship on customer satisfaction of selected deposit money banks in Lagos State, Nigeria. The study recommends that banks' customer experience management CEM staff and management as a whole should put adequate measures in place to ensure that the feedbacks from customers are used to improve customer satisfaction to gain the customer's attention by using different tools and techniques such as personal relations, direct marketing and unique advertising. Nwankpa, Chibueze M | Adefulu, A. D | Egwuonwu. T. K | Owolabi, T "Guerrilla Marketing Practices and Customer Satisfaction of Selected Banks in Lagos State, Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd41244.pdf Paper URL: https://www.ijtsrd.commanagement/marketing/41244/guerrilla-marketing-practices-and-customer-satisfaction-of-selected-banks-in-lagos-state-nigeria/nwankpa-chibueze-m