Effects Of Customer Satisfaction And Loyalty In The Banking Sector (A Study Of Selected Money Deposit Banks In Umuahia Metropolis)

ABSTRACT

Customer satisfaction and loyalty represents a fundamental step in understanding how profitable organizations become. The study assessed the "Effects of Customer Satisfaction and loyalty in the banking sector, studying selected money deposit banks in Umuahia metropolis. The objective sought was to assess customers' satisfaction in the selected money deposit banks taking into consideration the charge of services, relationship marketing, quality of services, and ATM service delivery of those banks. The research design used descriptive research method alongside survey approach and multiple regression. The sample size is made up of 400 respondents which was determined using Taro Yamane's' formula. The findings were that charges of services and relationship marketing have significant effects on customer loyalty while quality of service and ATM service delivery has little and no effect on customer loyalty respectively. And its recommendation was to increase relationship marketing and reduce its service charge.