The study examined how electronic marketing affects customer loyalty of deposit money banks in Ogun state, Nigeria, focusing specifically on banks’ customers. Customers loyal which serves as the study’s dependent variable was proxied with customer’s trust, while electronic marketing (predictor) was measured by online review & rating and e-mail open rate. The data for this study was generated through primary source with the use of questionnaires distributed to banks’ customers in Sango-Ota, Ilaro, Abeokuta and Owode axes. Survey research design was adopted by the study. Descriptive statistics, correlations and linear regression were used to analyze the data gathered. It was found that online review and rating have negative and significant effect on customer loyalty (β = -0.180, p = 0.002 < 0.05), while e-mail open rate satisfied to positively and significantly affect customer loyalty of deposit money banks in Ogun state (β = 0.411, p = 0.000 < 0.05). The study concluded that online review & rating as well as e-mail opening rate can be employed to predict banks’ customer loyalty. The study recommended that the management of banks should give top priority to comprehending consumer behavior through online customer reviews, and they should also pay attention to customer evaluations that are helpful, educational, and of high quality.
Keywords: Customer loyalty, Customer trust, Electronic marketing, e-mail open rate, online review & rating.
