Nigerian Journal of Banking and Financial Issues (NJBFI)
EFFECT OF CUSTOMER SERVICE ON THE PERFORMANCE OF SELECTED DEPOSIT MONEY BANKS IN NIGERIA
Keywords:
Customer Service, Customer Satisfaction, Customer Retention, Bank PerformanceAbstract
This study investigates the effect of customer service on the performance of selected deposit money banks in Nigeria. It employed survey research design using questionnaire as the research instrument. The population of the study consists of the staff and customers of First Bank Plc, Fidelity Bank, Zenith Bank, Stanbic Bank, Access Bank, GTB Bank, United Bank for Africa and EcoBank in Lagos State. Stratified sampling technique was used to select two hundred and sixty-five (265) respondents among the staff and customers of the selected banks in Lagos state. One hundred and ninety-five (195) copies of the questionnaire were fully completed and returned. The study employed simple percentage to analyze the responses of the questionnaire and regression statistics to test the research hypotheses. The result showed that Service Quality and Customer Satisfaction have significant effect on the performance of selected deposit money banks in Nigeria. It was therefore recommended that Marketing efforts should focus on personalized outreach, financial literacy programs, and customer engagement initiatives that demonstrate value beyond transactional banking, and banks should leverage social media platforms and digital campaigns to reach younger demographics and new market segments.
