Purpose Recognising the high numbers of unbanked and financially excluded adults in Nigeria, this study aims to position chatbot as a digital transformation tool to radically change business model, improve customer experience and enhance financial inclusion in emerging markets. Design/methodology/approach The Search-Access-Test (S-A-T) model was adopted to understand how Nigerian banks are adopting chatbots. Findings A majority of Nigerian banks now have chatbots that enhance customer engagement and financial inclusion. WhatsApp was the most frequently used platform. Chatbots were often branded and presented with female gender identification. The chatbots were less responsive beyond their predefined path. While Nigeria is a multilingual country with English being the original language, none of the chatbots used any of the Nigerian’s local languages. Practical implications Brands need to re-evaluate their chatbots with regard to responsiveness, predefined questions, verification and privacy. There are also possibilities of branding the chatbot and developing content creation strategies for proper engagement. Beyond English, the integration of African languages into chatbot is essential for digital transformation. Digital literacy and skills, particularly in the field of science, technology, engineering and mathematics, should be supported to equip future developers and create more jobs. Originality/value While many theoretically based models for investigating the adoption of digital technologies have often placed focus on users’ ability to engage, this study takes an alternative perspective; by using the S-A-T model, it lays the responsibilities on the banks and chatbot developer to ensure that their chatbots are secure, responsive and able to meet the needs of the customers.
This study examined the effects of E-marketing on customers’ patronage of commercial banks a study of Guaranty Trust Bank (GTBank) PLC, Lagos. The study adopted quantitative research design and the sources of data for this study were purely primary and secondary and a sample size of 385 customers of GTBank Plc, in Akoka area of Yaba Local Government, Lagos state were selected through a convenience sampling technique. The data were analyzed and descriptive statistics (mean and median), regression analysis and analysis of variance were used to provide answers to the research questions and test hypotheses. The study revealed that there is a direct nexus between the use of internet banking, and increase in customer patronage of GTBank, Plc, Lagos. Furthermore, a positive relationship was established between the use of USSD codes and quick service delivery of GTBank, Plc, Lagos. The study therefore conclude that E-marketing influences customers’ patronage of GTBank PLC, Lagos and it was recommended that GTBank PLC, Lagos should continue the utilization of its E-marketing components (i.e. Internet banking, and USSD codes) as this assist in serving their customers better through quick service delivery and also increases the utility enjoyed which encourage frequent patronage. Future researchers can make research on same topic but increasing the scope to other commercial banks in Nigeria for better comparison.
The continuous increase in the population of Nigeria, especially the youthful population characterized by innovative and dynamic needs, necessitates business firms to adopt opposite programmes and strategies to meet the needs of this segment of the market. Therefore, this study examined the influence of celebrity endorsement and digital marketing on youth purchasing decisions. The study utilized primary sources to gather the required data, and a sample size of 397, consisting of youths between the age of 15-35 years residing in Ikorodu L.G.A. was selected from the study’s population. Pearson moment correlation was used to test the formulated hypotheses, and the data was analyzed through the aid of SPSS version 23. The study finding revealed that source trustworthiness influences youth purchasing decisions more than social media engagement. More so, online reachability influences youth purchasing decisions than source alignment and that digital campaign has more effect on the youth purchasing decisions than source attractiveness. It was concluded that digital marketing has more effect on youth purchasing decisions than a celebrity endorsement. It was recommended that organizations with youthful target audiences adopt more digital marketing strategies as it influenced youth purchasing decisions than a celebrity endorsement.
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