Abstract:
The manner that customers interact with one another has altered as a result of recent
advancements in communication technologies. This is especially comparable to how consumers
gather and exchange knowledge about various things in order to obtain and consume them. The
purpose of the study was to identify the usage of social media usage and its impact on customer
satisfaction. Especially to understand the social media usage and customer satisfaction in state
banking customers of the university students in Northern Province of Sri Lanka. The research is
a deductive approach and design questionnaires to collect the quantitative data from the
university students who are customer of state banks in the northern province of Sri Lanka. Sample
of the study is 200 university students who are customer of state banks from Bank of Ceylon and
Peoples Bank in Northern Province of the Country. Data were coded and analyzed with help of
Statistical Package for the Social Sciences (SPSS) version 22. Findings of the study revealed that
there is strong influence of social media usage on customer satisfaction. 72 per cent of the
respondents agreed that usage of social media is the major scenario for their services with banks.
Also moderating factor Gender between social media usage and customer satisfaction and found
that gender as moderating variable does not moderate the connection between usage of social
media and customer satisfaction among the respondents. Further it was found that about 22 per
cent of the respondents explore that they found difficulties in trusting the social media as
communication tool.
