ASSESSMENT OF ACCESS BANK'S USAGE OF SOCIAL MEDIA PLATFORMS AS A STRATEGY FOR ENHANCING CUSTOMER RELATIONS AMONG AAUA STUDENTS
Published 2024-10-29
Keywords
- Customer Relations, Access Bank, Social Media Platforms, Public Relations Practitioner
How to Cite
Copyright (c) 2024 Top American Journal of Marketing and Management
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract
Many organisations, the financial institutions inclusive have adopted the customer relations to enhance engagement, communication and service delivery. Therefore, this study investigated the effectiveness of Access Bank's usage of social media platforms as a tool in fostering customer relations among students at Adekunle Ajasin University, Akungba-Akoko (AAUA) in Ondo state. Hinged on Customer Relationship Management (CRM) and Technological Determinism theories, this study adopted the survey method for data collection using Purposive sampling technique to select only respondents that have an account with Access Bank and are also aware of the public relations strategies adopted by the bank. The sample size employed for this study consists of 260 respondents which was drawn from the larger population of 25,000 students at AAUA using Wimmer and Dominick’s sample size calculator. Findings revealed that there was a substantial engagement across various platforms, emphasizing the positive influence of the bank's social media activities. Notably, respondents appreciate the faster response times, engaging content, and enhanced customer interaction facilitated by Access Bank's social media engagement. Based on the findings, it is recommended that Access Bank should refine its engagement strategies further by exploring other social media platforms and diversifying content strategy to cater to diverse preferences, such as industry news, financial advice, promotions, and customer success stories, to widen engagement with a broader audience.
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