Customer’s satisfaction has been identified as a core factor that determines the profitability, market share and sales volume of every business organization operating in Nigeria, irrespective of its marketing objectives, marketing mix strategies adopted by the firm and corporate objectives of the business organization (Anyanwu, 2009).  

According to Tse & wilton (2008), and Oliver (2009), customer satisfaction is the perceived discrepancy between prior expectations of the customer and the actual performance of a product/service. It is how customer evaluates the ongoing performance of a product or service. According to Kim, Park and Jeong (2004), Customer satisfaction is customers’ reaction to the state of satisfaction, and customer’s judgment of satisfaction level. A customer whose needs are satisfactorily met is propelled to patronize the services rendered by financial institutions (Anyanwu, 2009).

Oliver (2009), opined that customer satisfaction and patronage are considered important in defining organizational performance and attaining their corporate objectives. Enhancing customer patronage through adequate customer satisfaction is essential because it is a key to business success of any banking institution. In the competitive economy, customer’s satisfaction has come under limelight due to stiff competition among business organizations operating in a dynamic and competitive business environment, where organizations are striving to gain and maintain competitive advantage through the use of available human factor and other organizational resources to satisfactorily meet the need and expectations of their customers (Sinh et al, 2011).

Business environment in a developed and developing countries has changed due to increase globalization and free trade (Oliver, 2009). Because of these reasons, to stay and remain vibrant in a competitive environment and deliver acceptable financial returns, managers must know how to handle changes which are unaccepted by focusing on how to increase customer’s patronage through effective customer’s satisfaction (Naseem et al, 2011).

In Nigeria, customer’s satisfaction has become important to business success of banking institutions. Suggested reasons for this apparent trend include; flexible employment, higher mobility and competition in banking industry (Panda, 2003). Understanding customer satisfaction in banking institutions operating in Nigeria is important not only from economic perspective, but also for the creation of good image of banking for organizational and staff development.

Banking institutions across the globe have recognized the importance of customer’s satisfaction, developing and maintaining enduring relationship with their customer as two crucial parameters leading to increased business profits. At the same time the several banking institutions are experiencing increasing level of retail customer’s dissatisfaction (Mistry, 2013). The causes of dissatisfaction are not well known empirically, however, from rational point of view the probable causes may include; low technology, low responsiveness from bank’s employees, unreliable and inconsistence in service delivery and poor level of customer relationship marketing. There may be other causes which are out of the above list of possible causes but none has been established. 

Bank customers are likely to focus on how banks fulfill their promise and how they show interest to do work. These include criteria like; promptness in rendering service and willingness to help customers. Also, customer assurance like speed and accuracy in transaction, staff quality and other related criteria which customers are likely to focus on. Therefore, commercial or money deposit banks in Abia State should give more focus on increasing performance and profitability which leads to increased bonding, trust, communication, shared value, empathy and reciprocity (Anyanwu, 2009).

In 1928, foreign banks were opened in Nigeria which led to monopolization of banking operations by foreign banks. In order to break this yoke of monopolistic and discriminatory banking activities, some Nigerians came together with the aim of establishing indigenous banks. Recently, there are twenty one (21) money deposit banks which are authorized to transact business in the country. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification           iii

Dedication iv

Acknowledgements v

Table of contents vi

List of tables ix

Abstract x

      References

CHAPTER ONE

INTRODUCTION

1.1   Background Of The Study 1

1.2 Statement Of The Problem 3

1.3     Objectives of the study 4

1.4 Research Questions 4

1.5 Research Hypotheses 5

1.6 Significance of the Study 5

1.7 Scope of the study 6

1.8     Limitations of the study 6

CHAPTER TWO

2.0      REVIEW OF RELATED LITERATURE

CHAPTER THREE

3.0  RESEARCH METHODOLOGY

3.1 Research Design

3.2 Area of the Study

3.3 Sources of Data/Method of Collection

3.4 Population of the study

3.5 Sampling Procedure and Sample Size

3.6 Validity of instrument

3.7 Reliability of the instrument

3.8    Method of Data Analysis

CHAPTER FOUR

4.0  RESULTS AND DISCUSSION

CHAPTER FIVE

5.0       SUMMARY, CONCLUSION AND POLICY RECOMMENDATION

5.1      Summary of Findings

5.2      Conclusion

5.3     Recommendations

References