An Investigation into the Effectiveness of Social Media Analytical Tools for Enhancing Customer Satisfaction: A Case Study of Indo Zambia Bank

Linda Wazili and Francis Mukosa
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Linda Wazili: Graduate School of Business, University of Zambia
Francis Mukosa: Graduate School of Business, University of Zambia

African Journal of Commercial Studies, 2026, vol. 7, issue 2

Abstract: This study investigated the impact of social media analytical tools and engagement on customer satisfaction at Indo Zambia Bank in Lusaka, focusing on key service quality dimensions such as responsiveness, information reliability, engagement rate, efficiency, and ease of use. A mixed-methods approach was employed, combining quantitative data from 200 respondents collected through structured questionnaires with qualitative insights from in-depth interviews with bank staff. Multiple regression analysis was used to examine the relationships between social media engagement variables and customer satisfaction. Findings revealed that responsiveness had a significant positive effect on customer satisfaction (β = 0.421, p

Keywords: Banking Sector; Customer Satisfaction; Engagement; Information Reliability; Responsiveness; Social Media (search for similar items in EconPapers)
JEL-codes: G21 M31 O33 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-69

DOI: 10.59413/ajocs/v7.i2.50

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