DIGITAL MARKETING INDICATORS AND PERFORMANCE OF SELECTED COMMERCIAL BANKS IN ENUGU METROPOLIS, NIGERIA

The aim of the study was to examine influence of digital marketing indicators on performance of selected commercial banks in Enugu metropolis. The specific objective where to; ascertain the influence of social media marketing on quality of service delivery of selected commercial banks and determine the influence of email marketing on, on-time service delivery of selected commercial banks in Enugu metropolis. Survey research design was adopted for the study. The population of the study was 183 staff and 384 customers of selected commercial banks in Enugu namely; First Bank Plc, UBA Bank Plc, Access Bank Plc and Zenith Bank Plc. The total sample size of the study was 567. Instrument used for data collection was structured questionnaire. The findings revealed that social media marketing had a significant positive influence on quality of service delivery of selected commercial banks and email marketing had a significant positive influence on, on-time service delivery of selected commercial banks in Enugu metropolis. It was concluded that digital marketing indicators had a significant positive influence on performance of selected commercial banks in Enugu metropolis. It was recommended that bank managers should engage more in effective social media and email marketing in order to improve on the quality and on-time service delivery of commercial banks