An evaluation of customer engagement strategies in corporate banking: A case study of Guaranty Trust Bank, Abuja
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Background of the Study
Customer engagement is crucial for sustaining long-term relationships and driving profitability in corporate banking. Guaranty Trust Bank (GTBank) in Abuja has implemented a range of customer engagement strategies designed to foster strong relationships with its corporate clients. These strategies include personalized communication, tailored financial solutions, digital engagement tools, and comprehensive relationship management programs. By utilizing advanced data analytics and customer relationship management (CRM) systems, GTBank can analyze customer behaviors and preferences, which enables the development of customized services that meet the unique needs of each corporate client (Ijeoma, 2023).
The bank’s customer engagement initiatives aim to create value by improving service delivery and enhancing customer satisfaction. For instance, interactive digital platforms allow clients to access real-time information, conduct transactions, and receive personalized advisory services, which are essential for maintaining competitive advantage in the corporate banking sector. Additionally, proactive feedback mechanisms are employed to continuously monitor customer satisfaction and adjust strategies accordingly (Okeke, 2024). These efforts are complemented by relationship management teams that focus on building trust and loyalty through regular client interactions and tailored financial advice. However, challenges such as maintaining consistent engagement across multiple channels and aligning digital strategies with traditional relationship management practices persist (Adeniran, 2025). This study evaluates the effectiveness of GTBank’s customer engagement strategies, investigating how these approaches contribute to corporate banking performance and suggesting improvements to enhance long-term client loyalty.
Statement of the Problem
Despite substantial investments in customer engagement initiatives, GTBank faces challenges in consistently converting engagement into lasting corporate relationships. One significant issue is the fragmentation of engagement channels, which can lead to inconsistent customer experiences and reduced loyalty (Ijeoma, 2023). Additionally, the rapid evolution of digital technologies means that traditional engagement strategies may not fully meet the evolving expectations of corporate clients. High operational costs, data integration issues, and inconsistent feedback loops further complicate the customer engagement process (Okeke, 2024). There is also evidence of misalignment between the bank’s digital engagement initiatives and its personalized service offerings, which creates gaps in customer experience. These challenges result in suboptimal customer retention and impact overall profitability. Regulatory pressures and market volatility further exacerbate these issues, making it imperative for GTBank to reassess its engagement strategies to remain competitive in the corporate banking sector (Adeniran, 2025). This study aims to identify and address these challenges by evaluating current customer engagement practices and proposing strategies for improvement.
Objectives of the Study
- To evaluate the effectiveness of current customer engagement strategies at GTBank.
- To identify challenges in integrating digital and traditional engagement approaches.
- To recommend measures to enhance customer loyalty and engagement.
Research Questions
- What customer engagement strategies are currently used by GTBank in corporate banking?
- What challenges affect the consistency of customer engagement?
- How can engagement strategies be improved to increase long-term customer loyalty?
Research Hypotheses
- H₁: Comprehensive customer engagement strategies significantly improve corporate client loyalty.
- H₂: Fragmented digital channels negatively impact customer engagement outcomes.
- H₃: An integrated approach to engagement enhances customer retention and profitability.
Scope and Limitations of the Study
The study is limited to the corporate banking division of GTBank in Abuja, examining customer engagement practices over recent years. Limitations include reliance on self-reported customer feedback and market-specific factors affecting engagement.
Definitions of Terms
- Customer Engagement: Strategies aimed at building and maintaining strong, lasting relationships with customers.
- Corporate Banking: Banking services tailored for large business entities.
- CRM Systems: Software used to manage and analyze customer interactions and data.
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