| dc.description.abstract | Utmost Customer satisfaction is one of the key ingredients to any organization’s
success. Organizations strive to ensure that their customers get a plus one service at
any customer touch point. The Banking Industry's primary focus has always been
optimization of service. The advance of technology has brought a new approach to
service delivery known as social media. Recent growth and interest in social media is
driving banks to learn more about social networking and how tools such as Face
book and Twitter can help them to engage customers, partners and employees, build
their brand, reduce costs, boost innovation and increase revenue. This study intended
to determine the factors that influenced the use of social media in service delivery in
the banking industry. The objective of this study was to determine the factors
influencing the use of social media in service delivery in banking industry. the study
objectives were to determine the influence of demographic factors in the use of
social media in service delivery in the banking industry, to examine the influence of
access to social media in using social media in service delivery in the banking
industry, to establish the influence of utility of social media in using social media in
service delivery in the banking industry, to examine security factors influencing the
use of social media in service delivery in the banking industry and to determine the
influence of cost on use of social media in service delivery in the banking industry.
The study reviewed past studies on the topic and identified the knowledge gap. This
research problem was studied through the use of a descriptive research design. The
target population was KCB staff working at the contact Centre and KCB Moi
Avenue customers. There are 60 staff working in KCB Contact Centre and 1,500
customers served daily on average in the headquarter branch. The study employed
Krejcie and Morgan’s table for determining sample size to come up with a sample
size of 358 respondents. The study relied mostly on primary data sources where selfadministered
questionnaire was utilized as source of data. Data collected purely
quantitatively. Quantitative data was coded and Statistical Packages for Social
Scientists (SPSS Version 17.0) used to analyze the data obtained. A pilot study to
pretest and validate the questionnaire was done. The findings were presented
infrequency tables and explanation presented in prose.67.48% and 61.35% of the
respondents agree that security and demography respectively influence the use of
social media. 61.35% of the respondents strongly agree that access to social medial
influences the use of social media. From the multiple regression undertaken it was
clear that there was a highly significant relationship (with t statistic p value <0.001 <
0.05) between cost of social media and service delivery in the banking sector in
Kenya. Again there existed a highly significant relationship (with t statistic p value
<0.0035 < 0.05) between access to social media and service delivery in the banking
sector in Kenya. However there was no significant relationship between utility of
social media (p = 0.220 > 0.05), security of social media (p = 0.451 > 0.05) and
demographic factors (p = 0.4851 > 0.05). Meaning we accept the 2nd and 5th
hypothesis and reject the 1st, 3rd and 4th hypotheses respectively. Only cost and
access to social media had a significant impact on service delivery in the banking
sector in Kenya. In essence therefore, demographic factors, utility of social media
and security of social media have no any impact on service delivery in Kenyan
banking sector. | en_US |
