The impact of online customer support on business banking satisfaction: A case study of Fidelity Bank Nigeria, Kano
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Background of the Study
Online customer support has emerged as a vital component in enhancing service quality and satisfaction in business banking. Fidelity Bank Nigeria in Kano has invested in digital customer support channels, including live chat, AI-powered chatbots, and interactive help desks, to address client inquiries promptly and efficiently. These online support systems enable real-time communication between the bank and its corporate clients, providing immediate assistance and tailored solutions to complex financial queries. By leveraging data analytics and customer feedback, Fidelity Bank continuously improves its online support services, ensuring that customer interactions are efficient and responsive (Oluwaseun, 2023; Adenola, 2024). The convenience of digital support reduces the need for physical branch visits, thereby saving time and costs while enhancing overall customer experience. However, challenges such as system downtime, language barriers, and cybersecurity concerns may impede the effectiveness of online customer support. This study examines the impact of online customer support on customer satisfaction in business banking at Fidelity Bank, exploring both the benefits and challenges associated with digital service delivery.
Statement of the Problem
Fidelity Bank Nigeria faces several challenges in delivering consistent and effective online customer support. One significant issue is the fragmentation of support channels, which can lead to inconsistent customer experiences and slower response times. Technical issues, such as system downtimes and integration problems with CRM systems, further exacerbate these challenges. Additionally, cybersecurity threats and data privacy concerns pose risks to the integrity of customer interactions, potentially undermining trust. Inadequate training of support staff on digital platforms and cultural or language differences among corporate clients may also hinder effective communication. These challenges negatively impact overall customer satisfaction and retention, reducing the effectiveness of online support in enhancing business banking services (Oluwaseun, 2023; Adenola, 2024; Chukwu, 2025).
Objectives of the Study
- To evaluate the impact of online customer support on customer satisfaction in business banking at Fidelity Bank.
- To identify challenges related to support channel integration, system reliability, and cybersecurity.
- To recommend strategies for optimizing online customer support for improved satisfaction.
Research Questions
- How does online customer support affect business banking satisfaction at Fidelity Bank?
- What challenges hinder the effectiveness of digital customer support?
- What measures can improve online support and customer engagement?
Research Hypotheses
- H₁: Effective online customer support significantly enhances customer satisfaction.
- H₂: Integration and cybersecurity challenges negatively affect support service quality.
- H₃: Enhanced training and system reliability improve online customer support outcomes.
Scope and Limitations of the Study
The study focuses on Fidelity Bank’s business banking division in Kano, reviewing online customer support initiatives over recent years. Limitations include variable customer participation and rapidly evolving digital communication trends.
Definitions of Terms
- Online Customer Support: Digital platforms that provide customer service and assistance.
- Business Banking Satisfaction: The level of contentment among corporate clients regarding banking services.
- CRM Systems: Tools for managing customer interactions and data.
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