The implications of social media on customer service in local commercial banks

Abstract

Social media is known as one of the greatest inventions of our generation. It changed the way people communicate and interact with each other. Moreover, social media is no longer a tool which is only used for personal use, but it has also become an important instrument of today’s companies and workplaces. In fact, this study explores how the banking industry can use online customer service locally as a service provided to its customers. This study seeks to gather this information by implementing an online questionnaire to determine the customer viewpoint on this service that has changed global communication completely. It analyses the customer relationship with the bank and the security concerns of the customer, and both were discussed in the second chapter as a benefit and a challenge of this service, respectively. Additionally, it creates some insight into the relationship between age and loyalty, fear and academic background. Both insights suggests that they are significant p<0.05. Ultimately, this study concludes that this service can be used positively by banks to communicate and integrate with customers while providing a safe platform and building customer loyalty at the same time.