ABSTRACT
This
study titled "New Media and The Challenges of Communicating Service
Delivery in First Bank Nigeria Limited" was meant to examine the role
New Media is playing in the banking sector with a special focus on First
Bank Nigeria Ltd. It interrogates the assumption that just any good or
beautiful trend or product particularly in the financial service
industry is usable especially when it has proven to be successful in
other climes. This is because the success of New Media in banking
service delivery in Europe and other climes especially as it is
reflected in the banking halls, does not seem to be the case here, even
among predominantly literate settlements. The theory of usability and
user experience forms the basis for this work, however it is viewed from
the perspective of Development communication, considering the role
banking plays in modern development. To achieve this, four objectives
were raised as well as four research questions in chapter one. Related
literatures on some of the issues were reviewed in Chapter two, issues
like the New Media available in the banking sector and challenges of
applying New Media in the banking sector. The blue print for the study
was discussed in chapter three. This study adopted a descriptive survey
design hence questionnaires were administered to respondents as well as
interviews conducted. Stratified random sampling technique was used in
order to draw data from the population. Data was collected via
administration of questionnaire as well as through interviews. The data
presentation took the form of tabulation followed by detailed analysis
in percentages followed by interpretation. There were some key findings
amongst which is that most of the customers make use of Automated Teller
Machines (ATM) and one of the major challenges faced by bank staff and
customers is the erratic power supply and constant network failures. The
study therefore recommended that the bank management should put in
place alternative power supply as well as providing good and adequate
infrastructure for the proper implementation of New Media as
communication tool in Banking in First Bank Nigeria Ltd. But beyond
that, the bank should adopt a typical Development Communication approach
of thoroughly researching and getting feedback from the customers in
order to reflect their needs in the deployment of products and services.