- Title
- The influence of social media service quality on client loyalty in the South African banking industry
- Creator
- Gavaza, Bramwell Kundishora
- Subject
- Banks and banking -- South Africa Social media -- South Africa Customer loyalty -- South Africa
- Date
- 2017
- Type
- Thesis
- Type
- Masters
- Type
- MCom
- Identifier
- http://hdl.handle.net/10353/12903
- Identifier
- vital:39389
- Description
- The advent of the Internet during the past two decades has changed the way in which businesses operate. Social media networks such as Facebook have become an essential communication element for businesses to interact with clients. The impact and growth rates of Facebook and other forms of social media have made it imperative for all businesses to ensure they have social media strategies in place. Following social media business trends, banks across the world have included social media to market their services. Banks are now emphasising the offering of high client service quality in order to retain clients in this highly competitive environment. Thus, South African banks, as is the case with global banks, need to continuously assess the quality of the services offered to their clients in order to sustainably maintain or grow their market share or to fully utilise its commercial opportunities. This study determined the influence of social media service quality on client loyalty in the South African banking industry. The primary objective was to examine the extent to which social media service quality influence client loyalty in the South African banking industry. The study also determined if social media system availability, efficiency, fulfilment, and privacy has influence on the overall service quality of social media in the South African banking industry. In addition, the study examined the relationship between overall service quality and client loyalty intention in the South African banking industry. The study used a quantitative research approach to collect and analyse the data, and a descriptive research design was utilised for the purpose of this study. Data was collected from both primary and secondary sources of data. An online survey was conducted through Survey Monkey, via a Facebook page titled: Social media service quality in the South African banking industry. An online questionnaire was administered via the Facebook page. The study used a sample of 377 respondents who are Facebook users of the five major banks in South Africa. Analysis and interpretation of findings was done using both the descriptive and inferential statistical measures, with the help of Statistical Package for Social Scientists (SPSS) 24 and Lisrel (version 9). The electronic social media service quality (E-S-SERVQUAL) scale which consist of five constructs, namely; social media system availability, efficiency, fulfilment, privacy and overall service quality; and client loyalty intentions were the scales that were adopted for this study. All the scales used in this study were found to be reliable and valid. Findings of the research study proved that social media system availability, fulfilment, and privacy has a significant influence on the overall service quality of social media in the South African banking industry. In addition, findings of the research revealed that social media efficiency does not significantly influence overall service quality of social media in the South African banking industry. Furthermore, findings of the research also proved that the overall service quality of social media positively influences client loyalty intention in the South African banking industry. The study recommended that managers and marketers should constantly evaluate, monitor, and improve the overall service quality of social media offered to their clients, as it leads to a corresponding increase in overall client satisfaction, which in turn leads to client loyalty in the South African banking industry. However, further research studies may be conducted in other developing countries to gain a wider understanding on the influence of social media service quality on client loyalty in the banking industry.
- Format
- 181 leaves
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Management and Commerce
- Language
- English
- Rights
- University of Fort Hare
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Collections
UFH Department of Business Management
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