The Role of Chatbots in Customer Relationship Management: A Case Study of UBA Plc in Yobe State
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Background of the Study
Customer relationship management (CRM) refers to the strategies and technologies that companies use to manage interactions with customers, improve customer satisfaction, and enhance brand loyalty. One emerging tool in CRM is the use of chatbots, automated systems that use artificial intelligence (AI) to communicate with customers in real-time, providing instant support and information (Adeniran et al., 2024). United Bank for Africa (UBA), a leading financial institution in Nigeria, has incorporated chatbots into its CRM strategy to provide seamless customer service and strengthen its relationship with customers.
The adoption of chatbots in CRM has gained global momentum, with businesses utilizing this technology to enhance operational efficiency and customer experience. UBA Plc, through its chatbot service, enables customers to perform banking operations, inquire about account balances, and even resolve complaints, all without human intervention (Fola & Olamide, 2024). This AI-driven service offers several advantages, such as 24/7 availability, quick response times, and the ability to handle multiple queries simultaneously, which enhances customer satisfaction and loyalty.
In Yobe State, where access to banking services has traditionally been a challenge due to geographical and infrastructural limitations, chatbots represent a transformative tool for increasing access to financial services. UBA's chatbot service offers the potential to bridge the gap between traditional banking practices and modern digital solutions. This study aims to investigate how the use of chatbots in UBA’s CRM strategy contributes to customer satisfaction and strengthens customer relationships in Yobe State.
Statement of the Problem
While chatbots have been widely adopted in customer service across various industries, their specific role in enhancing customer relationships within Nigerian banks, particularly in regions like Yobe State, is not well-documented. UBA’s chatbot service is designed to improve customer experience, yet its effectiveness in addressing the unique needs of customers in Yobe State, such as the accessibility of digital banking, remains unclear. Given the economic and technological challenges faced by customers in the region, it is important to assess how well chatbots perform in managing customer relationships and whether they contribute to greater satisfaction and loyalty among UBA’s customers in Yobe State.
Additionally, concerns about the reliability and accuracy of AI-driven systems have emerged, with some customers expressing reservations about interacting with machines rather than human agents. This study seeks to evaluate these concerns and explore the extent to which the use of chatbots enhances or undermines customer relationships in Yobe State.
Objectives of the Study
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To evaluate the role of chatbots in improving customer relationship management at UBA Plc in Yobe State.
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To assess the impact of chatbot usage on customer satisfaction and loyalty at UBA Plc in Yobe State.
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To examine customer perceptions of AI-driven chatbots and their effectiveness in resolving banking issues in Yobe State.
Research Questions
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How do chatbots contribute to customer relationship management at UBA Plc in Yobe State?
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What is the impact of chatbot usage on customer satisfaction and loyalty at UBA Plc in Yobe State?
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How do customers perceive AI-driven chatbots in resolving their banking-related issues in Yobe State?
Research Hypotheses
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The use of chatbots significantly improves customer relationship management at UBA Plc in Yobe State.
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The use of chatbots enhances customer satisfaction and loyalty at UBA Plc in Yobe State.
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Customer perceptions of chatbots are positively correlated with their satisfaction and willingness to use the technology in Yobe State.
Scope and Limitations of the Study
This study will focus on UBA Plc’s chatbot services in Yobe State, Nigeria, specifically examining customer experiences with the chatbot platform. The research will include a sample of UBA customers in urban and semi-urban areas of Yobe State who have interacted with the chatbot service. The study will not consider other digital banking services or the broader CRM strategies employed by UBA outside of Yobe State. Additionally, the study may be limited by respondents’ familiarity and comfort with digital banking technologies, potentially skewing the findings.
Definitions of Terms
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Chatbots: AI-powered systems designed to simulate conversation with users, often used in customer service to automate interactions and resolve issues (Adeniran et al., 2024).
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Customer Relationship Management (CRM): The strategies and tools employed by businesses to manage and improve customer interactions, satisfaction, and loyalty (Fola & Olamide, 2024).
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Customer Satisfaction: The degree to which a product or service meets or exceeds the expectations of customers (Adeniran et al., 2024).
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