| Title: BANKING INNOVATION AND SATISFACTION OF CUSTOMERS: THE CASE OF COMMERCIAL BANKS IN CAMEROON |
| Author: Forbeneh Agha Jude |
| Abstract: The objective of this article is to underscore the effect of banking innovations on the satisfaction of customers. Quantitative research approach is used to achieve the objective of the study. Data is collected using survey questionnaire from a sample of 117 customers sampled using random and convenience sampling. Multiple regression model was used to analyse the data. The results of the regression analysis revealed that proxies of banking innovations such as product innovation, process innovation and marketing innovations have a positive and significant influence on customers’ satisfactions. Owing to the competitive dimension of the banking sector, it is important for commercial banks to constantly innovate their products, processes and marketing in order to satisfy and maintain existing customers, to attract new customers, and acquire a competitive advantage within the banking industry. |
| Keywords: Banking innovation, Customer satisfaction, commercial banks |
| DOI: https://doi.org/10.38193/IJRCMS.2026.8431 |
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| Date of Publication: 03-08-2026 |
| Download Publication Certificate: PDF |
| Published Vol & Issue: Volume 8 Issue 4 July-August 2026 |