Digital Marketing’s Role in Enhancing Financial Services in Palestine
1Mohammed Bayyoud, 2Nelly Yousef Al Qassas
1Department of Finance and Banking Sciences, Faculty of Economics and Business, Al-Quds University, Main Campus, Jerusalem – Palestine
2Department of Business Administration & Marketing, Faculty of Economics and Business, Al-Quds University, Main Campus, Jerusalem – Palestine
https://doi.org/10.47191/jefms/v8-i5-24
ABSTRACT:
This study explores the role of digital marketing in enhancing financial services in Palestine, focusing on customer engagement, satisfaction, and service adoption. A mixed-methods approach was employed, combining quantitative data collected from 300 structured survey responses with statistical analysis—namely, descriptive statistics, chi-square tests, and regression modeling—and qualitative case studies from local banks. The analysis reveals a statistically significant relationship between online banking frequency and customer satisfaction, with social media identified as the most influential digital marketing channel. Although digital marketing exposure had a mixed effect on satisfaction, its overall impact on account openings and brand engagement was notable. The study concludes that well-targeted digital marketing strategies—particularly on social platforms—can significantly improve customer acquisition and retention in Palestinian financial institutions. However, infrastructural, and regulatory challenges must be addressed to realize the full potential of digital financial inclusion.
KEYWORDS:
Digital Marketing, Financial Services, Palestine, Online Banking, Customer Engagement, Customer Satisfaction, Social Media Marketing, Financial Inclusion, Fintech, Regression Analysis, Marketing Strategy, Banking Innovation
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