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
For the full publication, please contact the author directly at: mustaphaemma06@gmail.com
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Institutions
- Covenant Polytechnic, Aba, Abia State 1
- Covenant University, Canaan Land, Ota, Ogun State 4
- Crawford University of Apostolic Faith Mission Faith City, Igbesa, Ogun State 2
- Crescent University, Abeokuta, Ogun State 1
- Cross Rivers University of Technology, Calabar, Cross Rivers State 142
- Delta State Polytechnic, Ogwashi-Uku, Delta State 11
- Delta State Polytechnic, Otefe, Delta State 12
- Delta State University, Abraka, Delta State 139
- Ebonyi State University, Abakaliki, Ebonyi State 17
- Edo University, Iyamho, Edo State 10