Market Segmentation and Customer Satisfaction: A Study of the Sudanese Banking Industry

The aim of this study is to examine four influential dimensions on which customer satisfaction in Sudanese banks is built; those are the market segmentation criteria, consumer behavior, the banking products offered, and the customers’ perception of those products. This study employed a quantitative approach. Regression analysis alongside the correlation technique has been used to collect the data from a sample of 420 bank customers to establish the relationships between these factors and customer satisfaction. The findings demonstrate positive significant links between segmentation criteria, consumer behaviour, banking offerings, customer perception, preferences and customer satisfaction. In turn, positive perception is created, which leads to acceptance of the services and increases overall satisfaction. These findings highlight the significance of identifying and managing these factors to increase the level of customer satisfaction in the case of Sudanese banks.