SOCIAL MEDIA CUSTOMER ENGAGEMENT AND CUSTOMER SATISFACTION IN THE NIGERIA SERVICE INDUSTRY

Abstract

Social media has continued to gain traction in marketing and business hence business firms continue to use them in in stimulating customer engagement. This study was informed by the need to explore social media customer engagement and customer satisfaction in the service industry in Nigeria with emphasis on Anambra State. The study adopted a cross-sectional survey research design and was based on a captive sample of 90 respondents. This study found that there is a significant positive relationship between customer vigour; dedication; and absorption, and social media interaction. It also found out that there is a strong positive relationship between social media interaction and social involvement and with customer satisfaction. Data were collected structured questionnaire and the gathered information were analysed with multiple regression analysis. The results show that the four independent variables of vigour, dedication, absorption and social media interaction significantly and positively impact customer satisfaction with services. Discussions were made and recommendations were also made.