EFFECT OF SOCIAL MEDIA PLATFORMS ON CUSTOMER CARE SERVICE DELIVERY IN GSM INDUSTRY: INSIGHTS FROM KATSINA METROPOLIS

Abstract

This research examined the effect of social media on customer care services in the GSM (Global System for Mobile Communications) industry. It acknowledges that customers often resort to posting complaints online instead of directly contacting the organization. With the rising popularity of social media as a means of communication, customers expect prompt responses from banks and other service providers. This study specifically focuses on the influence of social media platforms, namely Facebook, Twitter, and WhatsApp, on customer care services in the GSM industry, using data gathered from respondents in Katsina metropolis. A survey research design was employed, and a multi-stage sampling technique was utilized to gather data. A structured questionnaire was administered, and 390 valid responses were received. Multiple regression analysis was conducted, with customer care services as the dependent variable and Facebook, Twitter, and WhatsApp as independent variables. The findings reveal that Facebook and Twitter have a positive impact on customer care services, while WhatsApp demonstrates a negative influence. As a result, this study recommends that marketers prioritize their attention on Facebook to enhance customer relationships. When engaging in customer services, utilizing Twitter is advised. However, caution must be exercised when using WhatsApp for customer services, as it was found to have a detrimental effect on customer satisfaction. In conclusion, this study emphasizes the significance of social media in shaping customer care services in the GSM industry. Marketers and service providers should recognize the importance of leveraging Facebook and Twitter effectively while exercising prudence in the utilization of WhatsApp for customer service purposes.