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.

Keywords
Service Quality Customer Retention Responsiveness Reliability Empathy Tangibles Customer Satisfaction Loyalty Word-of-Mouth Repurchase Intention UBA Ilorin.
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