ABSTRACT

This research The effects of Customer Service on Customer Loyalty: A Study of First bank Plc, Umuahia. The general objective of the study was to determine the effects of customer service on customer loyalty in the Nigerian banking industry while specific objective were to determine the extent to which speed   of  service   affects   customer   loyalty   to   the   bank,   to determine   the extent to which prompt attention to customers complaints  contribute     to  customer loyalty to  the  bank.   In order    to    solve    the    research    problem    hypotheses    were formulated    and    tested    using    chi-square statistical tool. Primary data were collected through the use of questionnaire. The respondents comprised of the customers' of the bank. Tables, frequencies and percentages were used in analyzing the data collected. Data  interpretation  gave   the   following findings, speed of service affects customer loyalty to the bank, accuracy affects customers' loyalty to the bank, while prompt attention to customers' complaints   contribute to their loyalty. Based on the findings of the study, the following recommendations were made, that banks should start to widening their clientele base by providing anywhere, anytime, any channel banking service to customers and  that human resource development standard should be maintained in  the recruitments, at all level and all times. The effects of the findings, is  that any  bank  that  does not meet up with customers wants  and  expectations in a competitive  market situation will be losing its customers to its competitors gradually.

TABLE OF CONTENTS

Title page i

Approval page ii

Certification Dedication iii

Acknowledgment iv

Abstract v

Table of Contents vi

List of Tables vii

CHAPTER ONE: INTRODUCTION

1.1    Background of the study 1

1.2    Statement of the Problem 2

1.3    Objectives of the Study 3

1.4    Research Questions 3

1.5    Statement of Hypotheses 4

1.6    Significance of the Study 4

1.7    Scope of the Study 5

1.8    Limitations of the study 5

CHAPTER TWO: LITERATURE REVIEW

2.1    Introduction 6

2.2    Empirical Review        6

2.3    Operative Quality of a Service Organization.                8

2.4    Determinants of Customer Service in Banking        9

2.5    Relationship Marketing, a Strategy in the Banking Industry          10

2.6    Some Variables that Enhance Relationship Marketing in the Bank Industry      11                      

2.7    Relationship Marketing Investments as a Key Issue in Banking Industry           14                            

2.8    Customer Satisfaction a. Major Antecedent of Customer Loyalty in Banking 

Industry 15

2.9    Theoretical Framework 17

2.10 Summary of Literature Review 18

        Suggestion for Further Studies            18

CHAPTER THREE: METHODOLOGY

3.1    Introduction                          19                                                      

3.2   Research Design                          19

3.3   Area of Study                                      19

3.4   Population of Study 19

3.5    Sampling and Sample Size Determination 19

3.6    Sources of Data 20

3.7    Instrumentation                  20

3.8    Validation of Research Instrument 20

3.9 Reliability of Research Instrument                              20

3.10 Data Analysis 21

CHAPTER FOUR: FINDINGS

4.1 Questionnaire Analysis 22

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1    Summary 39

5.2    Conclusion 40

5.3   Recommendations                                                    40

        References                                                                42

        Appendix                                                              40