CROSS-CHANNEL CUSTOMER EXPERIENCE: TOWARDS EXCELLENT CUSTOMER SERVICE IN SELECTED ISLAMIC BANKS AND CONVENTIONAL BANKS IN AFRICA: A QUALITATIVE STUDY
Keywords:
Cross channel experience, customer satisfaction, service quality, banking sector, excellent customer serviceAbstract
The focus of this research was the cross-channel customer experience: towards excellent customer service in selected Islamic Banks and conventional banks in Africa. A qualitative approach was adopted for this study, and semi structured interviews were conducted with 30 participants who have been actively using various service channels (mobile banking, ATMs, and branches). Data was analysed using thematic analysis. The results showed that the convenience of digital channels was highly valued: 80 percent of respondents were satisfied with mobile banking services, and 67 percent reported that service quality differs across channels. Moreover, 60 percent of the Sample indicated a lack of integration between service channels, especially when moving from digital to physical channels. The findings also revealed that service consistency was positively related to customer satisfaction, and trust and security were key drivers of experience. The research found that while banks have improved on their digital service delivery, the integration of service channels remains lacking. Accordingly, it is suggested that banks should adopt cross-channel systems, improve internal coordination, and adopt customer centric approaches to enhance service delivery. In this regard, delivering superior customer service is a combination of convenience and human touch.
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