Paper Contents
Abstract
Social media is transforming how banks interact with and serve customers. This paper examines the effectiveness of chatbots and interactive tools on social platforms in improving customer experience and brand sentiment for banks. A comprehensive literature review explores prior academic research on chatbots, interactive technologies, customer satisfaction, and branding in the banking sector. Key findings show chatbots can efficiently handle routine customer inquiries, though further improvements in conversational ability are still needed. Interactive tools help provide personalized service and generate sales leads, but banks must balance technology with human touch. Customer satisfaction also depends on factors beyond functionality, like ease-of-use, tone, and emotional appeal. Properly implementing social technologies requires aligning features to customer needs, integrating with existing channels, and continually optimising performance. The paper provides actionable recommendations for banks to enhance customer and brand value on social media through chatbots and interactive tools. Further research can explore challenges in gaining user trust, measuring ROI, and adapting to future tech disruptions.
Copyright
Copyright © 2024 SANIL N R. This is an open access article distributed under the Creative Commons Attribution License.
