| Title: | Digital Media and Customer Engagement: A Study of UBA and Access Banks in Calabar, Cross River State |
| Author(s): | Okike, Cynthia Ifechukwu |
| Abstract: | This study examined digital media and customer engagement among customers of United Bank for Africa (UBA) and Access Bank in Calabar, Cross River State. The study was anchored on Technological Determinism Theory and supported by relevant service quality and technology adoption theories. A qualitative survey research design was adopted for the study. Data were collected through in-depth interviews with branch managers and customer service personnel of UBA and Access Bank in Calabar. The population of staff in UBACalabar road branch is 151 while Access bank is 142 at Calabar Road branch (Staff record). The study adopted a consensus sampling technique and the entire population was used for the study. Findings revealed that digital media service reliability significantly influences customer engagement, as customers are more likely to use digital banking platforms when services are consistent and efficient. The study recommended that banks strengthen digital infrastructure, enhance cybersecurity measures, and improve responsiveness to customer complaints in order to sustain customer trust and engagement. |
| Keywords: | Digital media, customer engagement, service reliability, cyber fraud, responsiveness, UBA, Access Bank, Calabar |
