The impact of omnichannel marketing on customer experience: A study of GTBank in Kano State
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Background of the Study
Omnichannel marketing refers to a multi-channel approach that provides customers with a seamless and integrated shopping experience across all platforms, whether in-store, online, or through mobile apps. As digital transformation accelerates, companies are increasingly adopting omnichannel strategies to meet the evolving expectations of consumers who now interact with brands across multiple touchpoints. The objective is to create a consistent brand experience, allowing customers to transition between channels effortlessly while maintaining a high level of service and personalization.
GTBank, one of Nigeria’s leading commercial banks, has adopted an omnichannel marketing approach to enhance customer engagement and improve the overall banking experience. In Kano State, where digital banking adoption has been growing, GTBank has implemented a range of services such as mobile banking apps, online platforms, physical branches, and customer service centers. These initiatives are designed to provide a comprehensive and convenient banking experience for customers.
The study aims to explore the impact of GTBank’s omnichannel marketing strategy on customer experience in Kano State. It will investigate how the integration of various service channels influences customer satisfaction, loyalty, and overall perceptions of the bank.
Statement of the Problem
The effectiveness of omnichannel marketing strategies in the banking sector, particularly in Kano State, remains under-researched. While GTBank has implemented various channels to improve its service delivery, it is unclear how the seamless integration of these channels affects customer experience and whether it leads to greater satisfaction and loyalty. There is also limited understanding of the challenges involved in coordinating omnichannel strategies, especially in regions with diverse consumer needs and technological adoption rates.
This study seeks to fill this gap by assessing how GTBank’s omnichannel marketing strategy affects customer experiences in Kano State, with a focus on service consistency, convenience, and customer satisfaction.
Objectives of the Study
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To evaluate the impact of GTBank’s omnichannel marketing strategy on customer experience in Kano State.
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To assess how the integration of multiple channels influences customer satisfaction and loyalty.
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To identify the challenges faced by GTBank in implementing an omnichannel marketing approach in Kano State.
Research Questions
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How does GTBank’s omnichannel marketing strategy impact customer experience in Kano State?
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What is the relationship between omnichannel marketing and customer satisfaction and loyalty for GTBank in Kano State?
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What challenges does GTBank face in implementing its omnichannel marketing strategy in Kano State?
Research Hypotheses
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GTBank’s omnichannel marketing strategy significantly improves customer experience in Kano State.
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There is a positive relationship between the integration of multiple service channels and customer satisfaction and loyalty for GTBank in Kano State.
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The challenges of implementing omnichannel marketing are negatively correlated with customer satisfaction and service quality in Kano State.
Scope and Limitations of the Study
This study will focus on GTBank’s omnichannel marketing strategy in Kano State, examining its impact on customer experience. It will be based on customer feedback through surveys and interviews, along with insights from the bank’s marketing and customer service teams.
Limitations may include challenges in obtaining a representative sample of customers, especially those who interact across multiple channels. Additionally, factors such as customer familiarity with technology and regional differences in service usage could affect the generalizability of the results.
Definitions of Terms
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Omnichannel Marketing: A strategy that integrates various communication and distribution channels to provide a seamless customer experience.
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Customer Experience: The overall perception a customer has of a brand, shaped by all interactions and touchpoints throughout the customer journey.
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Customer Satisfaction: The degree to which customers are happy with a brand’s services, products, and overall experience.
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Customer Loyalty: The propensity of customers to continue using a company’s products or services due to a positive and consistent experience.
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Chapter One: Introduction
