Analysis of the effectiveness of e-customer service platforms on customer satisfaction at ABSA, Botswana

Abstract

The study's primary objective was to analyze the effectiveness of e-customer service platforms on customer satisfaction in commercial banks in Botswana, using ABSA bank as a case study. The secondary objectives were to assess the effectiveness of reliability, responsiveness, assurance, empathy and tangibles of e-customer service platforms on customer satisfaction at ABSA bank. A positivist research philosophy was adopted. A cross-sectional survey design was used to collect data and probability sampling was employed. Data were collected from 180 customers who use ABSA e-customer services platforms using a structured questionnaire with Likert-type questions. Reliability was assessed using Cronbach’s alpha (?). Data were analysed using descriptive statistics, which include mean and standard deviation. Regression and correlation were applied to test research hypotheses. Results indicate that reliability, responsiveness, assurance, empathy and tangibles of e-customer services platforms at ABSA are positively linked to customer satisfaction. ABSA Bank management is therefore recommended to focus on continuous improvement on customer experiences to satisfy customers. Thus, ABSA should ensure that its services are unique, unforgettable and memorable such that customers are satisfied and share the positive word of mouth about the benefits offered by the bank. ABSA should also consider customer experience and continuous improvement of digital banking platforms as tools that can be used to increase customer satisfaction and loyalty. It is recommended that future studies be carried out across other banks in Botswana and the African context as well.

A relationship marketing perspective on delight, its antecedents and outcomes in a banking context

“…Undoubtedly, satisfying customers is not sufficient; hence, the need to explore the antecedents and outcomes of customer delight in an environment characterised by oligopolistic behaviours. As a developing African market, Botswana's service delivery has become a critical differentiator for the country's banking industry (Chiguvi, 2016). Theoretically, the results of this study may provide clarity on the relevance of RM in elucidating the relationship between the antecedents of surprise as well as delight and loyalty intention.…”

“…Regardless of the adoption of new technologies and innovations in service delivery, challenges remain that are related to customer attraction, satisfaction, delight and loyalty (Agolla et al, 2018). In addition, research confirmed that customers in Botswana's banking industry are not entirely satisfied with the services provided by banks (Chiguvi, 2016).…”

“…In Botswana, a developing African market, there is a lack of understanding of the importance of delighting customers to enhance their future loyalty (Chiguvi and Guruwo, 2017). Bank customers in Botswana do not possess high levels of trust in their banks, lowering their willingness to remain loyal to their banks in the future (Chiguvi, 2016). Such low trust levels are due to banks’ inability to treat customers with the required respect, a lack of understanding of customers’ product and service needs and a lack of honesty in their business practices in a distinct consumer market such as Botswana (Chiguvi et al , 2017).…”

“…As a developing African market, Botswana’s service delivery has become a critical differentiator for the country’s banking industry (Chiguvi, 2016). Theoretically, the results of this study may provide clarity on the relevance of RM in elucidating the relationship between the antecedents of surprise as well as delight and loyalty intention.…”

Social media and women’s financial empowerment in the digital economy era in Tanzania

“…Similarly, Kadeswaran, Brindha and Jayaseelan (2020:p.4880) support that "social media also provides women with an online space to express their options as well as share content related to their emotions and/or happenings in and around them without any barriers related to content, imagination or geographical boundaries". On top of that, Chiguvi (2023) insists that social media sites provide spots for seeking knowledge for addressing various needs among users, an opportunity which can also be utilised by women in empowering themselves financially. The interactive feature of WhatsApp speedup inclusive and the practice of digital economy in the group which is a key element for women economic empowerment.…”