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EFFECT OF MARKET SEGMENTATION ON CUSTOMER SATISFACTION IN NIGERIAN BANKING SECTOR

Publication Type: Journal article

Journal: International Journal Of Innovativeresearch

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Abstract

The aim of every organization is to satisfy customers and maximise shareholders’ wealth. This can be possible by positioning and targeting the right customers through the provision of right products and services in an appropriate segment. This paper investigated the effect of market segmentation on customer satisfactionin in Nigerian banking sector. The paper took a theoretical framework on the review of both independent variable (Market Segmentation) and dependent variable (Customer Satisfaction). The employment of literature review aided the study reviewing texts, journals, internets and some informed opinion. Result indicated strong effect between market segmentation and Customer satisfaction. Better options in form of recommendations were; Organisations to imbibe segmentation based on benefit sought as well as behavioral based segmentation. The benchmarking of competitors should not be over looked in order to retain existing customers and attract potential ones.

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KABUOH,M. Alagbe,,A. . (2016). EFFECT OF MARKET SEGMENTATION ON CUSTOMER SATISFACTION IN NIGERIAN BANKING SECTOR, 3 (), 46-46.

KABUOH,M. Alagbe,,A. . "EFFECT OF MARKET SEGMENTATION ON CUSTOMER SATISFACTION IN NIGERIAN BANKING SECTOR" 3, no (), (2016): 46-46.

KABUOH,M. and Alagbe,,A. and . (2016). EFFECT OF MARKET SEGMENTATION ON CUSTOMER SATISFACTION IN NIGERIAN BANKING SECTOR, 3 (), pp46-46.

KABUOHM, Alagbe,A, . EFFECT OF MARKET SEGMENTATION ON CUSTOMER SATISFACTION IN NIGERIAN BANKING SECTOR. 2016, 3 ():46-46.

KABUOH,Margret , and Alagbe,,A . "EFFECT OF MARKET SEGMENTATION ON CUSTOMER SATISFACTION IN NIGERIAN BANKING SECTOR", 3 . (2016) : 46-46.

K.Margret & A.A , "EFFECT OF MARKET SEGMENTATION ON CUSTOMER SATISFACTION IN NIGERIAN BANKING SECTOR" vol.3, no., pp. 46-46, 2016.

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