Volume-13 , Issue-1 , Mar 2025, ISSN 2321-905X
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Open Access Article
Impact of E-Service on Customer Satisfaction in the Nigerian Banking Industry: An Empirical Review
Lawan Garba, Aminu Kado Kurfi, Mustapha Mukhtar
Research Paper | Journal-Paper (WAJM)
Vol.13 , Issue.1 , pp.1-10, Mar-2025
Abstract
In an increasingly digital financial landscape, understanding the factors that drive customer satisfaction with e-banking platforms is crucial for enhancing customer satisfaction and competitiveness among Nigerian banks. This study examines the impact of e-service on customer satisfaction in the Nigerian banking industry. The research also addresses the challenges faced by banks in ensuring consistent service delivery, particularly in remote and underserved areas, where issues like network failures and poor internet connectivity exacerbate customer dissatisfaction. Data was collected from customers of eight banks with international authorization in Bauchi State, Nigeria. A sample size of 384 customers was obtained using the Krejcie and Morgan (1970) formula. A questionnaire on a five-point Likert scale was used in data collection. Data were analysed using descriptive and inferential statistics via Statistical Package for Social Sciences (SPSS) version 23.0, while multiple regression coefficients were employed. The findings revealed that interactivity, customer support and customer technology adoption does not have significant influence to customer satisfaction, and robust security measures significantly contribute to customer satisfaction. However, inconsistent service delivery and security concerns remain significant barriers. The study highlights the importance of improving digital infrastructure and service to meet evolving customer expectations. It provides practical recommendations for Nigerian banks should invest in advanced security measures to protect customer data and develop intuitive, user-friendly platforms for real-time engagement. Proactive and personalized customer support is essential to meet individual needs effectively. Accessible mobile and online platforms for all technological skill levels will enhance inclusivity and customer satisfaction.Key-Words / Index Term
E-Service, Customer, Satisfaction, Banking, Industry.References
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Lawan Garba, Aminu Kado Kurfi, Mustapha Mukhtar, "Impact of E-Service on Customer Satisfaction in the Nigerian Banking Industry: An Empirical Review," World Academics Journal of Management, Vol.13, Issue.1, pp.1-10, 2025 -
Open Access Article
Emotive Appeal as a Mediator between Political Marketing and Student Voting Behaviour
Bala Salisu, Ayyuba Abubakar Abdullahi
Research Paper | Journal-Paper (WAJM)
Vol.13 , Issue.1 , pp.11-21, Mar-2025
Abstract
Purpose: This study unravels the mediating role of emotive appeal in the political marketing–student voting behaviour relationships among undergraduate students in Kano State, Nigeria. Design: A cross-sectional survey design was employed. Data were garnered online from 384 undergraduate students using a self-report questionnaire. PLS-SEM was used in analysing the data and testing the study hypotheses. Findings: The results revealed that both political marketing and emotive appeal directly and positively influences student voting behaviour. Also, emotive appeal partially mediates the relationship between political marketing and student voting behaviour. The model demonstrated good explanatory and predictive power. Practical implications: The results underlined the necessity of considering both cognitive and affective dimensions in political marketing campaigns targeting student voters. Political parties and candidates should be mindful of the emotional content of their messages and the potential influence of emotive appeals on students’ voting decisions. The need for media literacy among students to critically evaluate political messages is also underscored. Value: This research adds to the emerging corpus on political marketing, voter behaviour, and the place of emotions in shaping political choices within a developing democracy context. It provides insights into the specific mechanisms through which political marketing influences student voting behaviour, highlighting the mediating role of emotive appeal.Key-Words / Index Term
Political Marketing, Emotive Appeal, Student Voting Behaviour, Mediation, Elaboration Likelihood Model.References
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Bala Salisu, Ayyuba Abubakar Abdullahi, "Emotive Appeal as a Mediator between Political Marketing and Student Voting Behaviour," World Academics Journal of Management, Vol.13, Issue.1, pp.11-21, 2025 -
Open Access Article
Bridging the Gap: Exploring the Role of FinTech in Advancing Financial Inclusion in Nigeria
Udo Uduak Udo, Augustine Okon Jacob
Review Paper | Journal-Paper (WAJM)
Vol.13 , Issue.1 , pp.22-34, Mar-2025
Abstract
Financial technology (FinTech) has emerged as a transformative force in bridging financial inclusion gaps, particularly in developing economies like Nigeria. Despite significant progress, millions of Nigerians remain excluded from formal financial systems due to infrastructural, socio-economic, and institutional barriers. This review explores the evolution of FinTech in Nigeria, its role in enhancing financial inclusion, and the theoretical and empirical underpinnings guiding this transformation. The aim is to identify how FinTech solutions can address systemic challenges and assess gaps in existing literature for future research directions. Results reveal that FinTech innovations, including mobile banking, digital payments, and micro-lending platforms, have significantly improved financial access for underserved populations. However, barriers such as digital literacy, regulatory constraints, and infrastructure deficits limit broader adoption. The discussion highlights the importance of demand-side factors, such as user trust and gender dynamics, and the interplay between FinTech and complementary infrastructure like digital identity systems and internet penetration. The conclusion underscores that while FinTech holds immense potential for advancing financial inclusion, its success in Nigeria requires targeted policy frameworks, stakeholder collaboration, and adaptive innovations tailored to local contexts. The novelty of this review lies in its integration of empirical findings with theoretical insights, identifying unexplored areas such as gender-sensitive FinTech solutions, environmental sustainability, and long-term socioeconomic impacts.Key-Words / Index Term
Digital banking, Financial Inclusion, Financial Technology, FinTech innovation, NigeriaReferences
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Udo Uduak Udo, Augustine Okon Jacob, "Bridging the Gap: Exploring the Role of FinTech in Advancing Financial Inclusion in Nigeria," World Academics Journal of Management, Vol.13, Issue.1, pp.22-34, 2025 -
Open Access Article
G. Thouseef Ahamed, T. Md. Inthiyaz Ahammed
Review Paper | Journal-Paper (WAJM)
Vol.13 , Issue.1 , pp.35-43, Mar-2025
Abstract
Personalized strategies, predictive analytics, and data-driven insights delivered through AI has changed the face of marketing for the better, with improved consumer engagement. However, these advancements come with new ethical issues relating to data privacy, algorithmic trust, and transparency. This literature review concerns itself with studying the dual impact of AI-driven innovations in marketing that strengthen brand-consumer relationships, but at the same time, create ethical challenges in context of healthcare (trust-centric) and retail (privacy-centric). The analysis reveals AI`s ability to provide hyper-personalized engagement, operational agility, and real-time accessible insights. However, opaque AI data practices and bias can erode trust. This shift urges the society to look at these tools in a more thoughtful way. The study adds to the discourse by underscoring the necessity of ethical governance frameworks that enhance transparency, accountability, and consumer agency in AI`s deployment. This study provides a novel comprehensive framework for theory and practice that integrates the technological-behavioral-ethical gap with responsive innovation-based strategies. We need experts from diverse areas to work together to tackle the current gap to ensure that AI can be utilized to enhance trust and loyalty without invading consumer privacy.Key-Words / Index Term
AI-Driven Marketing, Consumer Engagement, Ethical Governance, Data Privacy, Algorithmic Transparency, Behavioral Insights, Systematic Literature Review, Marketing Innovation, Personalized Marketing, Responsible AIReferences
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G. Thouseef Ahamed, T. Md. Inthiyaz Ahammed, "Reimagining Consumer Engagement: A Systematic Literature Review on AI-Driven Marketing Innovation – Bridging Technological Synergies, Behavioral Insights, and Ethical Governance," World Academics Journal of Management, Vol.13, Issue.1, pp.35-43, 2025 -
Open Access Article
E-Service Quality and Customer Loyalty in Deposit Money Banks: A Conceptual Review
Lawan Garba, Abdulkarim Garba, Nuruddeen Abba Abdullahi
Review Paper | Journal-Paper (WAJM)
Vol.13 , Issue.1 , pp.44-50, Mar-2025
Abstract
E-service quality plays a pivotal role in fostering customer loyalty in the highly competitive deposit money banking sector. Superior e-service quality not only enhances operational efficiency but also builds trust and satisfaction among customers, which are critical for sustaining long-term relationships. This conceptual review examines the relationship between e-service quality and customer loyalty in deposit money banks, with a focus on the Nigerian banking sector. The study adopts a library research approach, relying extensively on secondary data sourced from journal articles, books, conference proceedings, government publications, and credible online resources. Content analysis was employed to systematically review the literature, focusing on identifying recurring themes, concepts, and patterns relevant to e-service quality and customer loyalty. The findings underscore the significance of e-service quality as a determinant of customer loyalty, highlighting key dimensions such as reliability, responsiveness, assurance, and empathy in the delivery of digital banking services. Despite the growing interest in this field, the review identifies gaps in existing research, particularly in integrating customer perceptions and behavioral outcomes. To address these gaps, the study proposes a conceptual framework linking e-service quality to customer loyalty. Additionally, a conceptual model illustrating this relationship is presented, providing a foundation for future empirical studies and practical insights for bank managers aiming to enhance customer loyalty through improved e-service quality.Key-Words / Index Term
E-Service, Quality, Customer, Loyalty, Deposit, Money, Banks.References
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Lawan Garba, Abdulkarim Garba, Nuruddeen Abba Abdullahi, "E-Service Quality and Customer Loyalty in Deposit Money Banks: A Conceptual Review," World Academics Journal of Management, Vol.13, Issue.1, pp.44-50, 2025
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