An assessment of customer engagement through digital channels in business banking: A case study of Guaranty Trust Bank, Abuja
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Background of the Study
Customer engagement through digital channels has become a critical element in driving business banking success. Guaranty Trust Bank (GTBank) in Abuja has implemented a range of digital engagement initiatives, including mobile apps, online banking portals, and social media platforms, to interact with corporate clients. These digital channels enable real-time communication, personalized service delivery, and efficient problem resolution, thereby enhancing customer satisfaction and loyalty (Adenola, 2023). By leveraging data analytics, GTBank is able to monitor customer interactions and feedback, allowing for continuous improvements in service quality and product offerings. The integration of digital channels with traditional banking practices provides a comprehensive platform for customer engagement, ensuring that the bank remains responsive to the evolving needs of its corporate clientele (Oluwaseun, 2024). However, challenges such as inconsistent digital experiences, integration issues, and cybersecurity risks may undermine these efforts. This study assesses the effectiveness of digital customer engagement strategies at GTBank, focusing on their impact on customer loyalty and service quality in business banking (Chukwu, 2025).
Statement of the Problem
GTBank faces several challenges in effectively engaging corporate clients through digital channels. Fragmented digital interfaces and integration issues with legacy systems result in inconsistent customer experiences, which may reduce trust and loyalty. Additionally, cybersecurity concerns and data privacy issues pose significant risks, potentially deterring customers from fully adopting digital services. Variability in digital literacy among corporate clients further complicates engagement efforts, leading to underutilization of digital platforms. These challenges limit the bank’s ability to provide a seamless, high-quality customer experience, ultimately affecting its competitive edge and profitability (Adenola, 2023; Oluwaseun, 2024).
Objectives of the Study
- To evaluate the current digital customer engagement strategies at GTBank.
- To identify challenges affecting digital engagement and integration.
- To recommend strategies to enhance customer engagement and loyalty.
Research Questions
- How effective are GTBank’s digital channels in engaging corporate clients?
- What challenges hinder the integration of digital engagement platforms?
- What measures can improve customer engagement through digital channels?
Research Hypotheses
- H₁: Effective digital engagement significantly enhances customer loyalty.
- H₂: Integration challenges negatively impact the consistency of digital customer experiences.
- H₃: Enhanced cybersecurity and user support improve digital engagement outcomes.
Scope and Limitations of the Study
The study is confined to GTBank’s business banking division in Abuja, reviewing digital engagement initiatives over recent years. Limitations include reliance on customer feedback and evolving digital trends.
Definitions of Terms
- Digital Customer Engagement: The interaction of customers with digital platforms to access banking services.
- Business Banking: Financial services provided to corporate clients.
- Digital Literacy: The ability to effectively use digital tools and platforms.
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