EFFECT OF MARKETING INNOVATION STRATEGIES ON CUSTOMER EXPERIENCE OF COMMERCIAL BANKS INNAIROBI CITY COUNTY, KENYA
DOI:
https://doi.org/10.5281/zenodo.21969248Keywords:
marketing innovation, customer experience, digital marketingAbstract
Purpose of the Study: The study examined the effect of marketing innovation strategies on customer experience among commercial banks in Nairobi City County, Kenya. It specifically assessed how digital marketing, social media engagement, personalised marketing, promotional campaigns, and online communication influence customer perceptions, convenience, satisfaction, trust, accessibility, service speed, and overall banking experience directly.
Methodology: The study adopted a descriptive research design and targeted 130 customers of Equity Bank Kenya Limited, KCB Bank Kenya Limited, and Co-operative Bank of Kenya Limited. Purposive sampling was used. Data were collected using questionnaires. Validity was established through expert review, reliability using Cronbach’s Alpha, and analysed using SPSS software appropriately.
Findings: Of 130 questionnaires issued, 118 were completed, producing a 90.8 percent response rate. Marketing innovation recorded an overall mean of 4.013, while customer experience recorded 4.056. Digital marketing had the highest rating (4.120), whereas personalised marketing recorded 3.910. Digital banking convenience had the highest customer experience rating (4.220), while customer support recorded the lowest mean (3.890). Correlation analysis showed a positive, significant relationship between marketing innovation and customer experience (r = .501, p < .01). Regression analysis confirmed that marketing innovation predicted customer experience (B = 0.617, t = 6.232, p < .001), explaining 25.1 percent of its variation.
Conclusion: The study concludes that marketing innovation strategies have a positive effect on customer experience among commercial banks in Nairobi City County. Strengthening digital marketing, social media engagement, promotional campaigns, personalised communication, and customer support can improve convenience, satisfaction, trust, and service quality. Banks should enhance personalised marketing and customer support.
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