SOCIAL WEB ANALYTICS AND ORGANIZATIONAL HEALTH OF COMMERCIAL BANKS IN BAYELSA STATE

Abstract

The study examined the relationship between social web analytics and organizational health of commercial banks in Bayelsa State. The objective of the study was to examine the relationship between social web analytics and measures of organizational health in terms of financial health and customer satisfaction of commercial banks in Bayelsa State. The study adopted Exploratory Cross-Sectional Survey Research Design. The population of the study consisted of eighteen (18) commercial banks operating presently in Bayelsa State. The entire population of 18 commercial banks were covered without sampling. Thus, the study was a census research which entails using the entire study population without sampling especially when it is considered manageable. However, in terms of respondents, 10 managers from each of the banks served as respondents giving rise to a total of 180 respondents. Structured questionnaire was used to elicit response from the research pigments. The study adopted the face and content validity and Test/Measurement with a least reliability coefficient of instrument (0.724) was ascertained using Cronbach’s alpha. In line with the number of respondents, a total of 180 copies of the questionnaire were administered through the help of two research assistants. The researchers were able to retrieve one hundred and forty-five (145) copies. The bivariate analysis was done using Pearson Product Moment Correlation Coefficient with the aid of SPSS Version 26.0. The findings revealed that Social Web Analytics is significantly and positively correlated with organizational health in terms of financial health and customer satisfaction of commercial banks in Bayelsa State. The study concluded that the social web analytics as part of the web analytical tools used by commercial banks in Bayelsa State optimizes organizational health in terms of financial health and customer service. The study recommended that Management of commercial banks should develop their executives to be competent in engagement metrics via social web analytics for improved customer experience and better financial performance.