Abstract
This study examines the relationship between digital customer journey management and
customer satisfaction in the Nigerian Islamic banking system. The study is guided by a
conceptual framework that reflects a comprehensive and holistic account of consumers' cross-channel interactions and employs a mixed-methods approach using interviews and self-administered questionnaires to collect data from Jaiz Bank customers. Empirical evidence was
gathered from a multistage sampling methodology, and the findings showed that digital
touchpoints make a substantial contribution to the relevance of selection variables, customer
perception, and overall level of satisfaction.
This study examines the relationship between digital customer journey management and
customer satisfaction in the Nigerian Islamic banking system. The study is guided by a
conceptual framework that reflects a comprehensive and holistic account of consumers' cross-channel interactions and employs a mixed-methods approach using interviews and self administered questionnaires to collect data from Jaiz Bank customers. Empirical evidence was
gathered from a multistage sampling methodology, and the findings showed that digital
touchpoints make a substantial contribution to the relevance of selection variables, customer
perception, and overall level of satisfaction. Data were collected via interviews and self-administered questionnaire surveys using a triangulation (mixed-method) research method. The
quantitative data were analysed using Ordinal Regression Analysis and the Spearman Rank
Order Correlation, while the qualitative data were analysed using the thematic analysis approach
through NVivo.
The customer journey framework investigates how customers interact with Islamic banking
products across their omni-channel customer journeys and attempts to pinpoint at what point in
the journey this interaction takes place. The findings of this study indicate that digital
touchpoints make a substantial contribution to variances in the relevance of selection variables,
customer perception, and overall level of satisfaction. Customers of Jaiz banks ranked the
characteristics associated with the service stage of the customer journey as the most important
criteria, followed by purchase, awareness, consideration, loyalty, and advocacy stages. Most of those who participated in the survey stated that they were satisfied with Jaiz Bank. Younger
customers and those with a higher level of education had a more positive attitude towards digital
customer journey management.
Overall, this study highlights the importance of digital customer journey management in the
Nigerian Islamic banking sector and its impact on customer satisfaction. This study provides
insights into how Islamic banks can improve their digital touchpoints to enhance their customer
experience and satisfaction. It also contributes to the empirical literature on relationship
marketing and customer behaviour in the Nigerian Islamic banking sector.