Impact of Interactivity, Customer Support and Customer Technology Adoption on Customers Loyalty in the Nigerian Banking Industry

Lawan Garba¹

1. Dept. of Accounting and Finance, Faculty of Management Sciences, Abubakar Tafawa Balewa University Bauchi – Nigeria.

Section:Research Paper, Product Type: Journal-Paper
Vol.9 , Issue.11 , pp.43-48, Nov-2023

Online published on Nov 30, 2023

Copyright © Lawan Garba . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

View this paper at   Google Scholar | DPI Digital Library

XML View     PDF Download

How to Cite this Paper

120 Views    132 Downloads    38 Downloads

Abstract :
This study aimed to explore how interactivity, customer support, and the adoption of technology impact customer loyalty within the Nigerian banking sphere. The primary objective was to establish correlations among interactivity, customer support, technology adoption, and customer loyalty. Three hypotheses were crafted, deriving theoretical underpinnings from Rogers` innovation diffusion theory and the technology acceptance model (TAM). Utilizing a cross-sectional survey, 384 customers from eight internationally authorized banks in Bauchi State, Nigeria, were sampled through a convenience-based approach. Data collection involved a five-point Likert scale questionnaire analyzed using SPSS version 23.0, employing multiple regression coefficients to scrutinize the hypotheses, all of which were eventually dismissed. The findings highlighted significant associations between interactivity, customer support, technology adoption, and customer loyalty in the Nigerian banking domain. In summary, this research underscores the positive impact of interactivity, customer support, and technology adoption on customer loyalty in Nigerian banking, proposing enhancements like refining website interactivity, optimizing online banking services, and promoting awareness regarding the advantages of e-banking within the industry.

Key-Words / Index Term :
Interactivity; Customer Support; Customer Technology Adoption; Customers Loyalty; Banking Industry; Nigeria.

References :
[1] Uwabor O. L., & Ugwuonah G., “E-service quality and customer loyalty in deposit money banks in Nigeria”, European Journal of Business and Management, Vol.12, Issue.21, pp. 2222-2839, 2020.
[2] Ignou, S., “E-service quality in banking industry-A review”, Global Journal of Enterprise Information System, Vol.12, Issue.12, pp.0975-1432, 2020.
[3] Osagie L. U., & Geraldine U., “E-service quality and customer loyalty in deposit money banks in Nigeria”, European Journal of Business Management, Vol.12, Issue.21, pp.2222-2839, 2020.
[4] David, A., “Problems affecting digital banking in Nigeria”, Journal of Asia Pacific Management Review, Vol.6, Issue.1, pp.34-40, 2018.
[5] Farrell, S., “Key benefits of interactive teller machines”, European Journal of Business and Management, Vol.4, Issue.18, pp.127-137, 2019.
[6] Daly, L., “What consumers really want from banks”, International European Journal of Business and Management, Vol.5, Issue.18, pp.127-137, 2020.
[7] Rogers, E. M., & Singhal, A., “Diffusion of innovations: In An Integrated Approach to Communication Theory and Research” International Journal of Human-Computer Interaction, Vol.2, Issue.5, pp.409-419, 2013.
[8] Ibrahim, O., Mohammed, F., Nilashi M., & Alzurqa E., “Cloud computing adoption model for e-government implementation,” Journal of Information Development, Vol.33, Issue.3, pp.303-323, 2017.
[9] Rita, P., Oliveira, T., & Farisa, A., “The impact of e-[1] Uwabor O. L., & Ugwuonah G., “E-service quality and customer loyalty in deposit money banks in Nigeria”, European Journal of Business and Management, Vol.12, Issue.21, pp.2222-2839, 2020.
[2] Ignou, S., “E-service quality in banking industry-A review”, Global Journal of Enterprise Information System, Vol.12, Issue.12, pp.0975-1432, 2020.
[3] Osagie L. U., & Geraldine U., “E-service quality and customer loyalty in deposit money banks in Nigeria”, European Journal of Business Management, Vol.12, Issue.21, pp.2222-2839, 2020.
[4] David, A., “Problems affecting digital banking in Nigeria”, Journal of Asia Pacific Management Review, Vol.6, Issue.1, pp.34-40, 2018.
[5] Farrell, S., “Key benefits of interactive teller machines”, European Journal of Business and Management, Vol.4, Issue.18, pp.127-137, 2019.
[6] Daly, L., “What consumers really want from banks”, International European Journal of Business and Management, Vol.5, Issue.18, pp.127-137, 2020.
[7] Rogers, E. M., & Singhal, A., “Diffusion of innovations: In An Integrated Approach to Communication Theory and Research” International Journal of Human-Computer Interaction, Vol.2, Issue.5, pp.409-419, 2013.
[8] Ibrahim, O., Mohammed, F., Nilashi M., & Alzurqa E., “Cloud computing adoption model for e-government implementation,” Journal of Information Development, Vol.33, Issue.3, pp.303-323, 2017.
[9] Rita, P., Oliveira, T., & Farisa, A., “The impact of e-service quality and customer satisfaction on customer behavior in online shopping”, International Journal of homepage, Vol.5, Issue.20, pp.26-90, 2019.
[10] Cyr, D., Hassanein, K., Head, M., & Ivanov, A., “The role of social presence in establishing loyalty in e-service environments”, International Journal of Interacting with Computers, Vol.19, Issue.1, pp.43-56, 2019.
[11] Wu, L. W., “Inertia: Spurious loyalty or action loyalty”, International Journal of Asia Pacific Management Review, Vol.16, Issue.1, pp.31-50, 2019.
[12] Gao, Q., Rau, P. P., & Salvendy, G., “Perception of interactivity: Effects of four keyvariables in mobile advertising”, International Journal of Human-Computer Interaction, Vol.25, Issue.6, pp.479-486, 2016.
[13] Zairi, A., “Global benchmarking for internet and E-commerce applications” Journal of Information Development, Vol.33, Issue.3, pp.303-323, 2018.
[14] Leninkumar, V., “The effect of service quality on customer loyalty”, European Journal of Business and Management, Vol.8, Issue.33, pp.2222-2839, 2015.
[15] Central Bank of Nigeria, “List of deposit money banks and financial holding companies operating in Nigeria” International Journal of Management Information Development Studies, Vol.3, Issue.3, pp.403-423, 2017.
[16] Okafor, E. E., “Reforms in the Nigerian Banking Sector and Strategies for Managing Human Resources Challenges”, European Journal of Business and Management, Vol.5, Issue.18, pp.127-137, 2013.
[17] Masika, E. J., “Effect of service quality management and customer loyalty on customer loyalty”, A case of NSSF, Tanga City. MBA Dissertation, Mzumbe University. pp.1-98, 2018.
[18] Uwabor, O., L. Anetoh, J., C. Ugwuonah, G., E. & Ezenta, O., N., “E-Service Quality and Customer Satisfaction in Deposit Money Banks”, International Journal of Marketing and Communication Studies, Vol.5, Issue.1, pp.2695-2173, 2021.
[19] Bowen, J. T., & Chen, S. L., “The relationship between customer loyalty and customer satisfaction”, International Journal of Contemporary Hospitality Management, Vol.13, Issue.5, pp.213-219, 2021.
[19] Bowen, J. T., & Chen, S. L., “The relationship between customer loyalty and customer satisfaction”, International Journal of Contemporary Hospitality Management, Journal of Information Development, Vol.33, Issue.3, pp.303-323, 2017.
[20] Asgari, N., Ahmadi, M. H., Shamlou, M., Farokhi, A. R., & Farzin, M., “Studying the impact of e-service quality on e-loyalty of customers in the area of e-banking services”, Journal of Management and Sustainability, Vol.4, Issue.2, pp.1925-4733, 2018.
[21] Anton, J., “Customer relationship management: Making hard decisions with soft numbers, Upper Saddle River, Prentice-Hall” Journal of management sciences, Vol.13, Issue.9, pp.30-43, 2017.
[22] Fornell, C., “A national customer satisfaction barometer: The Swedish experience”. International Journal of Marketing, Vol.10, Issue.9, pp.56-62, 2019.
[23] Samer, A., “The effect of banks website service quality and e-satisfaction on e-loyalty”, International Journal of Business and Management, Vol.13, Issue.3, pp.409-419, 2018.
[24] Shih, Y., & Fang, K., “The use of the decomposed theory of planned behaviour to study internet banking in Taiwan”, Internet Research Electronic Network Application Policy, Vol.14, Issue.3, pp.213-223, 2017.
[25] Bevans, R., “An introduction of multiple linear regressions”, International Journal of Information Development, Vol.33, Issue.3, pp.30-44, 2016.
[26] Kumari, K., & Yadav, S., “Linear regression analysis study”, International Journal of the practice of Cardiovascular Sciences, Vol.4, Issue.1, pp.33-42, 2018.
[27] Etikan, I., Musa, S.A., & Alkassim R.S., “Comparison of Convenience Sampling and Purposive Sampling” American Journal of Theoretical and Applied Statistic, Vol.5. Issue.1, pp.1-14, 2015.
[28] Das, K., “Relationship marketing research. An academic literature review and classification”, Marketing Intelligence & Planning, Vol.27, Issue.3, pp.326-363, 2020.
[29] Central Bank of Nigeria, “Annual report and financial statements for the year ended 31st December 2018”, Journal of Management and Sustainability, Vol.2, Issue.3, pp.25-33, 2018.
[30] Bouchrika I., “Types of Research Design: Perspective and Methodological Approaches”, International Journal of Management and Sustainability research, Vol.4, Issue.2, pp.52-63, 2014.
[31] Laforet, S., & Li, X., “Consumers’ attitudes towards online and mobile banking in China” International Journal of Bank Marketing, Vol.23, Issue.5, pp.362-380, 2015.