SMS and Customer Satisfaction in the Banking Industry

Abstract

The study sought to examine Short Messaging Service (SMS) as a marketing communication tool and customer satisfaction in banking. The study draws on multi-variables to explain consumer perception of receiving text messages and the influences on understanding of customer satisfaction in the banking industry. The key variables that were related to customer satisfaction included benefits of SMS, facilitation of relationship, SMS as nuisance and the relationship between Short Messaging Service (SMS) and customer satisfaction. These factors were measured against customer understanding of customer care by selected banks in the Kumasi Metropolis. One hundred and three (103) customers participated in the study through random selection. A Likert scale questionnaire was used to gather responses from the customers.  The study found that there is relationship between SMS and customer understanding of customer care and customer satisfaction. There was no statistical significance of the contributory variables, satisfaction however, showed a highly statistical significance relationship with Short Message Service (SMS) as a marketing communication tool in the banking industry.

Keywords: Short Messaging Services, customer satisfaction, marketing communication