The Role of AI-Powered Chatbots in Customer Service Marketing: A Case Study of First Bank in Borno State
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- NGN 5000
Background of the Study
AI-powered chatbots have transformed customer service marketing by offering efficient, round-the-clock assistance to consumers while also reducing operational costs for businesses. These intelligent systems use artificial intelligence to understand and respond to customer inquiries in real time, thus enhancing user experience and fostering brand loyalty (Ifeoma & Okeke, 2024). First Bank of Nigeria, a leading financial institution in the country, has integrated AI-powered chatbots into its customer service strategy to cater to its vast customer base in Borno State. The bank’s chatbot, often named after the brand or as "FirstChat," assists users with a wide range of services such as account inquiries, transaction tracking, and product information (Olumide & Tijjani, 2023).
Borno State, located in the northeastern part of Nigeria, faces specific challenges such as economic instability, infrastructure limitations, and a large rural population. However, with the increasing adoption of smartphones and mobile banking, AI-powered chatbots present a promising solution for bridging the gap in customer service accessibility. Through their 24/7 availability, chatbots offer customers the convenience of immediate responses, eliminating long wait times or the need for in-person visits to bank branches, which can be particularly challenging in rural areas of Borno (Akinlolu & Tijani, 2023).
This study will examine the role of AI-powered chatbots in enhancing customer service marketing for First Bank in Borno State, focusing on how these chatbots influence customer satisfaction, brand perception, and overall service efficiency.
Statement of the Problem
While AI-powered chatbots are widely regarded as effective tools for improving customer service, there is limited research on their impact within the Nigerian banking sector, particularly in states with unique socio-economic conditions such as Borno State. The effectiveness of these chatbots in terms of customer engagement, satisfaction, and brand loyalty remains underexplored, especially in regions where access to physical banking infrastructure is limited. Additionally, there is uncertainty regarding the level of consumer trust in AI-driven customer service solutions, and how this influences the adoption and success of such technologies.
This study seeks to fill this gap by evaluating the effectiveness of AI-powered chatbots in enhancing customer service marketing for First Bank in Borno State, particularly in terms of customer engagement and brand loyalty.
Objectives of the Study
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To assess the role of AI-powered chatbots in enhancing customer service for First Bank in Borno State.
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To evaluate the impact of AI-powered chatbots on customer satisfaction and engagement in Borno State.
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To determine the influence of AI-powered chatbots on customer loyalty towards First Bank in Borno State.
Research Questions
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How do AI-powered chatbots improve customer service for First Bank in Borno State?
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What is the impact of AI-powered chatbots on customer satisfaction and engagement in Borno State?
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How do AI-powered chatbots influence customer loyalty towards First Bank in Borno State?
Research Hypotheses
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AI-powered chatbots significantly enhance customer service for First Bank in Borno State.
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AI-powered chatbots improve customer satisfaction and engagement for First Bank in Borno State.
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AI-powered chatbots contribute to increased customer loyalty towards First Bank in Borno State.
Scope and Limitations of the Study
This study will focus on the use of AI-powered chatbots by First Bank in Borno State. It will examine customer satisfaction, engagement, and loyalty related to the chatbot services. Limitations include the potential for biased self-reported customer feedback and challenges in accessing a representative sample of users across both urban and rural areas of Borno.
Definitions of Terms
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AI-Powered Chatbots: Computer programs powered by artificial intelligence that simulate human-like conversations with users via text or voice to provide customer service (Akinlolu & Tijani, 2023).
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Customer Service Marketing: The use of various marketing techniques to improve customer satisfaction, retention, and engagement through customer service channels (Ifeoma & Okeke, 2024).
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Customer Loyalty: The likelihood of a customer to continue using a company’s products or services over time due to positive experiences and satisfaction (Olumide & Tijjani, 2023).
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