Digital Transformation and Service Marketing In Nigeria: Reshaping Strategies and Enhancing Customer Engagement.

Abstract

This study investigated the impact of digital transformation on service marketing strategies and customer engagement within Nigeria. Utilizing a survey research design, data were collected from 500 respondents across financial services, telecommunications, and retail sectors. Descriptive statistics, correlation analysis, regression analysis, and ANOVA were employed to analyze the data and test the hypotheses. The findings rejected the null hypotheses, indicating that digital transformation significantly reshapes service marketing strategies (H₀₁: rejected) and has a substantial influence on customer engagement (H₀₂: rejected). Digital tool usage demonstrated a strong positive correlation with customer engagement (r = 0.75, p < 0.001), and service marketing strategies were significantly affected by digital transformation (β = 0.35, p < 0.001). Additionally, financial services exhibited higher engagement compared to telecommunications and retail sectors (F = 4.23, p = 0.015). In conclusion, digital transformation is crucial for enhancing both service marketing strategies and customer engagement. It was recommended that services providers should invest in advanced digital tools, optimize marketing strategies, and address sector-specific challenges to improve customer interactions