Impact of Social Media on Customers Satisfaction: Bank Muscat – A Case Study
Ahead International Journal of Recent Research Review, Vol. 1, Issue 11, pp. 154-163, May 2017
11 Pages Posted: 5 Jun 2017
Date Written: June 3, 2017
Purpose: The objectives of the study are to investigate the mode of approach by the Bank Muscat customers to apprise their suggestions and complaints; to analyze the customers related information in Social Media by Bank Muscat and to investigate the problems faced by the Bank Muscat customers while approaching the bank through Social Media.
Design/methodology/approach: The researchers collected data from 234 respondents from the different branches of Bank Muscat in Oman - Shinas, Liwa, Sohar, Saham, and Al khaboura. Purposive sampling was used in this study as the customers were selected on the basis that they have an account with Bank Muscat who is accessing the same through using social media.
Findings: The empirical results reveal that Bank Muscat uses social media to advertise the important information related to customers and it is also found that most of the suggestions and complaints were received through Social Media and were responded immediately. The study also reveals that there is an impact of the variables namely Information Reliability and Responsiveness on Customer Satisfaction.
Practical Implications: The study confirms that though social media is good means to approach the customers the bank needs to pay more attention towards Privacy issues and connectivity as these were the main concern for the Bank Muscat customers using Social Media.
Social Implications: The study emphasizes that Bank Muscat can use social media for marketing purposes, but should clarify more about privacy and secrecy maintenance assurances through their website.
Originality/value: No study has investigated before the impacts of social media on bank customers’ satisfaction, and this study will help the banks to plan on the new marketing strategies.
Keywords: Social Media, Customer Satisfaction, Bank Muscat, Suggestions and Complaints, Social Networking Sites
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