Effect of service quality on customer loyalty in commercial banks in Bauchi metropolis

Abstract

The study examined the effect of service quality on customer loyalty in commercial banks in Bauchi Metropolis Bauchi state, Nigeria. The study adopted a survey research design which is purely quantitative approach, Data was collected from 120 commercial banks customer within Bauchi metropolis using a structured questionnaire. A convenience sampling technique was used in this study. Data collected was statistically treated and analysed using multiple regression. The findings of the study revealed that reliability, assurance and tangibles have significant and positive effect on commercial banks customer loyalty in Bauchi Metropolis. Therefore, a good service quality creates and maintain customer loyalty and therefore, the case
of customer disloyalty in commercial banks in Bauchi metropolis could be ameliorated when the commercial banks employees respond to the customers’ requests as expected, become active to make customers feel secured in their transactions, give customers individual attention and understand customers’ specific needs, having the best interests at heart and giving enough attention to the customers. This study recommends that Commercial banks in Bauchi metropolis should give more training and encourage their employees to deliver their services with promptness as promised, with accuracy and ensures customers’ transactions and records are kept with utmost confidentiality to enable customers to have trust and confidence in dealing with their banks as these encourage the loyalty of commercial bank customers in Bauchi metropolis.