Consumer Perception and Behavioural Response to Multilingual Communication Strategies in Banking Services: A Study of First Bank Nigeria Plc Uyo, Akwa Ibom State
Abstract
This study examines consumer perceptions and behavioural responses to multilingual communication strategies in banking services, focusing on First Bank Nigeria Plc, Uyo. The research aimed to: (1) assess language preferences between indigenous languages and English, (2) evaluate the effectiveness of indigenous language communication, (3) determine its impact on customer satisfaction, and (4) analyse its influence on customer behaviour. Grounded in Communication Accommodation Theory and Social Identity Theory, the study employed a survey design with 383 respondents, using a structured questionnaire. Findings revealed a strong preference for indigenous language services, particularly for complex transactions, with significant improvements in comprehension and trust. Indigenous language usage also enhanced satisfaction and long-term engagement. The study concludes that multilingual strategies are vital for financial inclusion and recommends integrating indigenous languages into banking communications, staff training, customer service protocols, and digital platforms to improve accessibility and customer experience.
Keywords
Multilingual Communication, Banking Services, Consumer Perception, Indigenous Languages, Customer Satisfaction
Citations
IRE Journals:
Aniekeme Okon Ikon, PhD, Adekunle Benson Ewaoyenikan, Nnamdie Udo Kierian, PhD "Consumer Perception and Behavioural Response to Multilingual Communication Strategies in Banking Services: A Study of First Bank Nigeria Plc Uyo, Akwa Ibom State" Iconic Research And Engineering Journals Volume 9 Issue 1 2025 Page 1864-1875
IEEE:
Aniekeme Okon Ikon, PhD, Adekunle Benson Ewaoyenikan, Nnamdie Udo Kierian, PhD
"Consumer Perception and Behavioural Response to Multilingual Communication Strategies in Banking Services: A Study of First Bank Nigeria Plc Uyo, Akwa Ibom State" Iconic Research And Engineering Journals, 9(1)
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
Important Links
For Authors
Volume 8:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 7:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 6:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 5:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 4:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 3:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12