The growth of digital marketing and its impact on customer service at Barclays bank of Kenya, Meru branch

Abstract

The study sought to find out the growth of digital marketing and its impact on customer service in Barclays bank of Kenya, Meru Branch. The study was guided by, consumer behavior theory; two factor theory of customer service and Mcluhan’s media and growth of commercial banks. The study adopted case study research design. The target population was staff members of Barclays bank Meru branch. Barclays Bank Meru has got 15 staff members; the study used all 15 staff members to respond on the growth of digital marketing and its impact on customer service in Barclays Bank of Kenya Limited. The data collection instruments were interview guide and collected data was analysed using content analysis method. The analysis found that Barclays bank used different strategies to achieve their customer service. The analysis further found from 5/12 (42%) of respondents that Barclays bank uses display advertising for banks as a digital marketing strategy. The analysis found that 8/12 (67%) of respondents believed creating a Marketing funnel helps enhance customer service. The study agreed from 6/12 (50%) that per pay click strategy is used in Barclays Bank Kenya while 7/12 (58%) strongly agree that Website design/development for bank and Email marketing for banks is effectively used in the bank. The respondents agreed as indicated by 6/12 (50%) that Mobile apps for banks are importantly used by Barclays bank to enhance its customer service. Finally, 6/12 (50) of the respondents strongly agree that Barclays bank uses SEO (Search Engine Optimization) as a digital marketing strategy. The analysis found that 8/12 (67%) of the respondents believed creating a Marketing funnel helps enhance customer service. The study agreed from 6/12 (50%) that per pay click strategy is used in Barclays Bank Kenya while 7/12 (58%) strongly agree that Website design/development for bank and Email marketing for banks is effectively used in the bank. The analysis concludes that the level of digital marketing capability in the banking industry in Kenya is average and that Barclays bank should also chose the methods of digital marketing in a way that is in line with their goals achievements. The study recommends that Barclays bank should engage use of more than one digital marketing strategy and that digital marketing strategies should not only be applied by the head office at Barclays bank, but each branch should have a department to address digital marketing strategies.