Impact of Service Quality on Customer Retention
Student: Emmanuel Oshobugie Mustapha (Project, 2025)
Department of Marketing
University of Ilorin, Kwara State
Abstract
ABSTRACT This study examined the effect of service quality on customer retention among customers of United Bank for Africa (UBA) in Ilorin, Kwara State. A total of 384 respondents were selected using purposive sampling techniques, and data were collected through structured questionnaires and analyzed using descriptive statistics and regression analysis. The study focused on four key dimensions of service quality: responsiveness, reliability, empathy, and tangibles, and their influence on customer satisfaction, loyalty, word-of-mouth, and repurchase intention. Results revealed that all four dimensions had significant positive effects on customer retention, confirming that improved service delivery leads to increased customer satisfaction and loyalty. The study concludes that customer service quality is a critical driver of customer retention and recommends that banks should invest in staff training, maintain consistent service reliability, improve physical service environments, and integrate empathetic communication strategies to foster long-term customer relationships and sustain competitive advantage.
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For the full publication, please contact the author directly at: mustaphaemma06@gmail.com
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Institutions
- Sokoto State University, Sokoto, Sokoto State 42
- St. Albert The Great Major Seminary, Abeokuta. (affl. To University of Benin) 1
- Sule Lamido University, Kafin Hausa, Jigawa State 4
- Tai Solarin University of Education, Ijagun, Ogun State 18
- Tansian University, Oba, Anambra State 1
- Taraba State University, Jalingo, Taraba State 32
- Temple-Gate Polytechnic, Osisioma, Abia State 1
- The Oke-Ogun Polytechnic, Saki, Oyo State 6
- The Polytechnic, Ibadan, Oyo State 13
- THOMAS ADEWUMI UNIVERSITY, OKO-IRESE, KWARA STATE 1