DIGITAL COMMUNICATION TOOLS AND ORGANISATIONAL PRODUCTIVITY OF SELECTED COMMERCIAL BANKS IN RIVERS STATE, RIVERS STATE

Abstract

This study examines the relationship between digital communication tools and organisational productivity of selected commercial banks in Rivers State, Rivers State. Correlational survey research design was adopted for this study as this study seek to determine the relationship between the two variables. The population of this study was eleven (11) commercial banks in Rivers State which are registered with Central Bank of Nigeria (CBN). This gave us a total of thirty-three (33) for the study. Structured questionnaire instrument title “digital communication tools and organisational productivity of selected commercial banks in Rivers State”. The questionnaire was developed on five-point likert scale. The result of the Cronbach's Alpha reliability test indicates .800 which is above .70 which implies that the items are reliable. Pearson product moment correlation was used to test the hypotheses using SPSS (Statistical Package Social Sciences). The study revealed that there is a significant relationship between video conferencing and organisational productivity of commercial banks in Rivers State. There is a significant relationship between social media and organisational productivity of commercial banks in Rivers State. There is a significant relationship between instant messaging and organisational productivity of commercial banks in Rivers State. The study concluded that there is a significant correlation between digital communication tools and organisational productivity in commercial banks in Rivers State. The study recommended that management of commercial banks should leverage social media platforms not only for marketing but also as a tool for crowdsourcing customer feedback and trends, which can drive the development of innovative financial products and services tailored to emerging market needs.