IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 9 NO. 3 2025
DOI: 10.56201/ijmcs.v9.no3.2025.pg35.48

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Virtual Customer Care Services and Corporate Responsiveness in Commercial Banks in Bayelsa State

Mathias, Sandra Victoria, Tuodolo, Daniel Patrick

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Abstract

This study investigates the relationship between virtual customer care services and corporate responsiveness in commercial banks operating in Bayelsa State, as well as the impact of operational challenges on the effective use of virtual customer care platforms. With increasing digital transformation in the banking sector, understanding how virtual platforms influence service responsiveness has become vital. Using a correlational research design and a sample of 84 bank employees and customers, data were collected and analyzed through the Spearman’s rank correlation method. The findings revealed a moderate positive and statistically significant correlation between virtual customer care services and responsiveness, indicating that enhanced digital customer engagement improves banks' ability to address customer needs efficiently. Furthermore, a strong positive correlation was observed between operational challenges and virtual platform usage, suggesting that issues such as technical glitches, low digital literacy, and infrastructural deficits negatively affect the effectiveness of these services. These results underscore the importance of mitigating technical limitations to harness the full benefits of virtual customer care in enhancing corporate responsiveness. The study recommends strategic investments in ICT infrastructure, regular staff training, and digital literacy campaigns for customers to improve service delivery.

keywords:

Virtual customer care, Responsiveness, Nigerian banks, Technological challenges,

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