EVALUATING THE EFFECTIVENESS OF GUARANTY TRUST BANK'S USE OF SOCIAL MEDIA PLATFORMS FOR ENHANCING CUSTOMER RELATIONSHIP MANAGEMENT AMONG OLABISI ONABANJO UNIVERSITY (OOU) STUDENTS

Abstract

Social media has brought about undeniable change in the way people interact and how businesses owners interact with their customers, it has also enhances the flow of communication between employer and employees, institutions and their stakeholders and many more. Which means the roles of social media in enhancing customer relationship management cannot be underestimated. This study seek to investigate the effectiveness of Guaranty Trust Bank's use of social media platforms for enhancing customer relations among OOU students, and it is based on three theories namely;Social Exchange theory, Social Media Marketing theory and Customer Relationship management.This study adopts a survey method using questionnaires which was distributed through online platforms to help in solving research questions. The findings of this study show that GTBank is doing well in terms of awareness and responsiveness as respondents find the bank use of social media very effective in enhancing customer relation, though not without its own challenges which includes slow response time sometimes, service delay and unhelpful messages. Without denying the fact that GTBank is doing well in the use of social media platforms for customer relations. The study recommends that financial institutions should continually refine strategies to align with evolving customer expectations and Invest in training staff on handling of social media as this will improve responsiveness and issue resolution.