Customer Complaint Handling and Marketing Performance of Polaris Bank in Uyo. Akwa Ibom State

Student: Young Jones Etuk (Project, 2025)
Department of Marketing
University of Uyo, Akwa Ibom State

Abstract

This study was carried out to investigate the influence of customer complaint handling on marketing performance of Polaris Bank in Uyo, Akwa Ibom State. Specifically, ease of complaint lodging, prompt response to complaint and adequate service recover were considered as the dimension of customer complaint handling. Three research objectives and three hypotheses were formulated to guide the study. To achieve this objective, data were obtained through primary sources with the use of a questionnaire. The researcher adopted the survey research design approach and data were collected from 323 respondents selected using the convenience sampling method. A total number of 298 copies of the questionnaire were retrieved in useable form representing 92.3 percent and data analyzed using the Simple Regression Model (SRM) and hypotheses tested at 0.05 level of significance. Findings revealed that ease of complaint lodging, prompt response to complaint and adequate service recovery had a significant influence on marketing performance of Polaris Bank in Uyo, AkwaIbom State. Thus, it was recommended that the managers of Polaris bank should simplify and streamline the complaint lodging process to make it more user-friendly. Implement intuitive online forms, clear guidelines and easy- to- access support channels.

Keywords
Customer complaint handling marketing performance Polaris State
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