International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 12, Issue 4 (April 2025), Pages: 88-98

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 Original Research Paper

Shaping customer insights through e-marketing: An applied study in the banking sector

 Author(s): 

 Adel Ghonim, Abdelrehim Awad *

 Affiliation(s):

  Department of Business Administration, College of Business, University of Bisha, Bisha 61922, Saudi Arabia

 Full text

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0009-0005-3649-430X

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.04.011

 Abstract

This study examines how digital marketing tools—including websites, social media, email marketing, and mobile applications—affect customer understanding and engagement in public commercial banks in Egypt. A descriptive analytical approach was used, combining both quantitative and qualitative methods to explore how these digital strategies can improve customer satisfaction and loyalty. Data were collected through a structured survey of 600 participants, including 300 bank staff and 300 clients. The analysis involved multiple regression, correlation analysis, variance inflation factor (VIF) checks, and robustness testing to ensure the reliability of the findings. The results show that mobile applications have the strongest influence on customer engagement (β = 0.78, p < 0.01), followed by websites (r = 0.72, p < 0.01), social media marketing (β = 0.65, p < 0.01), and email marketing (r = 0.54, p < 0.01). The study also found generational differences in the use of digital tools: younger customers prefer mobile applications and social media, while older customers engage more with websites and email marketing. In addition, the research identifies key challenges in digital marketing, such as technological limitations, organizational resistance, and concerns about data privacy. It emphasizes the need for stronger cybersecurity measures and compliance with regulatory requirements. This study provides useful insights for banking professionals and decision-makers to improve digital marketing strategies and build long-term customer relationships. It also highlights the importance of using technology-based, customized marketing approaches to meet the changing needs of customers. Future research should explore the use of advanced technologies such as blockchain, augmented reality, and predictive AI analytics in banking marketing strategies. By adopting innovative and data-driven marketing methods, banks can enhance customer engagement and maintain a competitive position in the fast-changing digital financial environment.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Digital marketing, Customer engagement, Banking sector, Mobile applications, Marketing strategies

 Article history

 Received 6 January 2025, Received in revised form 9 April 2025, Accepted 18 April 2025

 Acknowledgment

The authors are thankful to the Deanship of Graduate Studies and Scientific Research at the University of Bisha for supporting this work through the Fast-Track Research Support Program.

  Compliance with ethical standards

  Ethical considerations

This study adhered strictly to ethical research standards throughout its design, implementation, and analysis phases. Participation in the study was voluntary, and informed consent was explicitly obtained from all respondents before data collection began. This consent was incorporated into the introduction section of the survey, where participants were informed about the purpose of the study, their rights to withdraw at any time without consequences, and the confidentiality of their responses. To ensure anonymity, no personally identifiable information was collected, and all responses were stored securely and used solely for academic purposes. The survey was reviewed to minimize psychological, legal, or social risks to participants, and all data were reported in aggregate form to avoid individual identification. The researchers made every effort to uphold the dignity, rights, and welfare of the participants throughout the research process.

  Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Ghonim A and Awad A (2025). Shaping customer insights through e-marketing: An applied study in the banking sector. International Journal of Advanced and Applied Sciences, 12(4): 88-98

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