Effect of Service Quality on Customer Retention in the Nigerian Banking Sector

Marketing — 2025, Undergraduate

This study examined the effect of service quality on customer retention in the Nigerian banking sector. A descriptive survey design was adopted with questionnaires administered to bank customers. Data were analysed using descriptive statistics and regression analysis. The findings revealed that reliability, responsiveness, empathy, and digital service convenience significantly influenced customer satisfaction and retention. The study observed that branch congestion and service failure recovery weakened retention despite digital improvements. It recommends continuous service quality improvement, faster complaint resolution, and personalised customer engagement.

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