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  3. Vol. 5 No. 2 (2022): American Journal of Economics and Business Management
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Vol. 5 No. 2 (2022): American Journal of Economics and Business Management

Issue Published : February 3, 2022
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Service Quality and Customer Retention in Deposit Money Banks in Port Harcourt, Rivers State, Nigeria

https://doi.org/10.31150/ajebm.v5i2.843
Hamilton-Ibama
Department of Marketing, Faculty of Management Sciences, Rivers State University, Port Harcourt, Nigeria
Edith-Onajite Lolia
Department of Marketing, Faculty of Management Sciences, Rivers State University, Port Harcourt, Nigeria
Ihunwo Elvis
Department of Marketing, Faculty of Management Sciences, Rivers State University, Port Harcourt, Nigeria

Corresponding Author(s) : Hamilton-Ibama

[email protected]

American Journal of Economics and Business Management, Vol. 5 No. 2 (2022): American Journal of Economics and Business Management
Article Published : February 11, 2022

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Abstract

The purpose of this study is to examine the relationship between Service Quality and Customer Retention in Deposit Money Banks in Port Harcourt, Rivers State, Nigeria. The population of the study involves staff from the 21 Deposit Money Bank in Port Harcourt, Rivers State, Nigeria. The sample size of this study was 168 staff that was selected randomly and 150 copies of the questionnaire were retrieved and used for the analysis. The hypothesis was tested using Spearman rank order correlation coefficient. Findings indicate that service quality and all its dimensions such as tangibility and empathy have significant and positive association with customer satisfaction and loyalty of customers towards their respective financial service providing organizations. The study concluded that there is a relationship between the two variables. In light of these, the study recommend that there is need for Deposit Money Banks in Port Harcourt, Rivers State, Nigeria to ensure that they remain reliable to their customers if indeed they need to remain competitive in the market. This is because customers are seen to be keen on the reliability of services offered to them from different banks in Port Harcourt. Banks can well achieve this by introducing back up services in the event of service breakdowns in the business process. The study also recommends the need for banks to innovate new ways of enhancing the way they respond to customer needs so as to avoid service breakdowns. This can well be achieved through the new communication channels such as the internet and the use of other social media platform or mobile telecommunication. This will go a long way in enhancing customer loyalty to their products and thus enhance customer retention.

Keywords

Service Quality Customer Retention Customer Satisfaction Empathy Customer Loyalty Tangibility Deposit Bank

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Hamilton-Ibama, Lolia , E.-O. ., & Elvis , I. . (2022). Service Quality and Customer Retention in Deposit Money Banks in Port Harcourt, Rivers State, Nigeria. American Journal of Economics and Business Management, 5(2), 27–41. https://doi.org/10.31150/ajebm.v5i2.843
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References
  1. Beerli, A., Martin J.D. & Quintana, A. (2004). A model of customer loyalty in the retail banking market. Eur. J. Mark, 38(1/2), 253-275.
  2. Berry, L. & Parasuraman, A. (1991). Marketing services: Competing through quality. New York: The Free Press.
  3. Bloemer, J.M. & Kasper, H. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(4), 311-329.
  4. Bloemer, J.M. & Lemmink, J.A.G. (1992). The importance of customer satisfaction in explaining brand and dealer loyalty. Journal of Marketing Management, 8(5/6), 351-364.
  5. Bolton, R. & Drew, J. (1991). A multistage model of customers' assessments of service quality and value. Journal of Consumer Research, 17(4), 375.
  6. Bowen, J. & Chen, S. (2001). The relationship between customer oyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  7. Burnham, T.A., Fels, J. & Mahajan, V. (2003). Consumer switching costs. A typology, antecedents and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
  8. Caruana, A. (2002). Service loyalty. The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.
  9. Coleman, J.S. (1994). A rational choice perspective on economic sociology in: Smelser, N.J. and Swedberg, R. (eds.). The handbook of economic sociology, Princeton: Princeton University Press.
  10. Colgate, M. & Norris, M. (2001). Developing a comprehensive picture of service failure. Int. J. Ser. Ind. Manage., 12(314), 215-235.
  11. Ehigie, B.O. (2006). Correlates of customer loyalty to their banks. A case study in Nigeria. International Journal of Bank Marketing, 24(7), 494-508.
  12. Fournier, S. & Mick, D.G. (1999). Rediscovering satisfaction. Journal of Marketing, 63, 5-23.
  13. Gan, C., Cohen, D., Clemes, M. & Chong, E. (2006). A survey of customer retention in the new Zealand banking industry. Banks and Bank Systems, 1(4), 83-99.
  14. Gronroos, C. (1982). Strategic management and marketing in the service sector. Finland: Swedish School of Economics and Business Administration, Helsinki.
  15. Gronroos, C. (1994). Quo vadis, marketing towards a relationship marketing paradigm. Journal of Marketing Management, 10, 347-360.
  16. Gummerson, E. (1998). Total relationship marketing. Experimenting with a synthesis of research frontiers. Australian Marketing Journal, 7(1), 72-85.
  17. Hamilton-Ibama, E.L. & Ogonu, G.C. (2019). Service quality and market share in money deposit banks in South-South geopolitical zone of Nigeria. International Journal of Marketing and Communication Studies, 4(1), 38-49.
  18. Han, X., Kwortnik, R. & Wang, C. (2008). Service loyalty. An integrated model and examination across service contexts. Journal of Service Research, 11(1), 22-42.
  19. Heskett, E. (1997). The service profit chain. New York: The Free Press.
  20. Jones, M.A., Beatty, S.E. & Mothersbaugh, D.V. (2002). Why customers stay. Measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. J. Bus. Res., 55, 441-50.
  21. Kandampully, J. & Suhartanto, D. (2000). Customer loyalty in the hotel industry. The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
  22. Kassim, N.M. & Souiden, N. (2007). Customer retention measurement in the UAE banking sector. Journal of Financial Services Marketing, 11(3), 217-228.
  23. Kotler, P. (2000). Marketing management, analysis, planning, implementation and control. New Jersey: Prentice- Hall, Inc., Eaglewood Cliff.
  24. Kotler, P. (2008). Marketing management. New Jersey: Prentice-Hall, Inc., Eaglewood Cliff.
  25. Lake, L. (2008). Exploring the value of customer retention. About.com Guide.
  26. Lee, M.C. & Hwan, I.S. (2005). Relationships among service quality, customer satisfaction and profitability in the Taiwanese banking industry. International Journal of Management, 22(4), 635-648.
  27. Levesque, T.J. & McDongall, G.H. (1996). Customer dissatisfaction. The relationship between types of problems and customer response. Canadian Journal of Administrative Sciences. Alberta Calgary, 13(3), 264-76.
  28. Lewis, B.R. & Pescetto, L. (1991). Service quality. An international companion of bank customers expectations and reception. Journal of Mark. Manage, 7, 47-62.
  29. Luoty, L. & Parasuraman, A. (2010). Marketing services: Competing through quality. New York: The Free Press.
  30. Morgan, R.M. & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  31. Motiwala, A. (2008). The dictionary of marketing. Lulu.com - Online book available online at: http://books.google.co.uk/books?id=a4sauw6OYtcC[Accessed 12/February/2015].[63]
  32. Naeem, H. & Saif, I. (2009). Service quality and its impact on customer satisfaction: Empirical evidence from the Pakistani banking sector. The International Business and Economics Research Journal, 8(12), 99.
  33. Newman, K., Maylor, U. & Chansarkar, B. (2001). The nurse retention, quality of care and patient satisfaction chain. International Journal of Health Care Quality Assurance, 14(2), 57-64.
  34. Ndubisi, N. (2005). Customer loyalty and antecedents. A relational marketing approach. Allied academies international conference. Academy of Marketing Studies Proceedings, 10(2), 49-54.
  35. Oliver, R.L. (1997). Satisfaction: A behavioural perspective on the consumer. New York: McGraw-Hill.
  36. Oyeniyi, O. & Abiodun, A.J. (2008). Customer service in the retention of mobile phone users in Nigeria. African Journal of Business Management, 2(2), 26-31.
  37. Oliver, R. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-510.
  38. Parasunaman, A., Zeithmal, V.A. & Berry, L.L. (1991). Delivering quality services. The Free Press, Macmillian Incorporated, 89-109.
  39. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(1), 41-50.
  40. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SEVQUAL. A multiple item, scale for measuring consumer perception of service quality. Journal of Retailing (spring), 64, 12-40.
  41. Patterson, P.G. & Spreng, R. (1998). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business context. An empirical examination. International Journal of Service Industry Management, 8(5), 414-434.
  42. Pfeifer, P. (2005). The optimal ratio of acquisition and retention costs. Journal of Targeting, Measurement and Analysis for Marketing, 13(2), 179-188.
  43. Ranaweera, C. & Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 14(4), 374-395.
  44. Reichheld, F.F. & Sasser, K.D. (1990). The hidden advantages of customer retention. J. Ret. Bank, 7(4), 19-23.
  45. Reichheld, F.F. (1996). Learning from customer defections. Harv. Bus. Rev, 3(2), 56-69.
  46. Sharma, N. & Patterson, P.G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional consumer services. International Journal of Service Industry Management, 11(5), 470-490.
  47. Singh, J. & Sirdeshmukh, D. (2000). Agency and trust mechanism in relational exchanges. Journal of Marketing, 66(1), 15-37.
  48. Spreng, R.A, Mackenzie, S.B. & Olskavsky, R.W. (1996). A re-examination of the determinants of customer satisfaction. J. Mark. Brisbane, 112.
  49. Surprenant, C. & Churchill, G. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491.
  50. Tariq, A.N. & Moussaoui, N. (2009). The main antecedents of customer loyalty in Moroccan banking industry. International Journal of Business and Management Science. 2(2), 101-115.
  51. Veloutsou, C., Daskou, S. & Daskou, A. (2004). Are the determinants of bank loyalty brand specific? Journal of Financial Services Marketing, 9(2), 113-125.
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References


Beerli, A., Martin J.D. & Quintana, A. (2004). A model of customer loyalty in the retail banking market. Eur. J. Mark, 38(1/2), 253-275.

Berry, L. & Parasuraman, A. (1991). Marketing services: Competing through quality. New York: The Free Press.

Bloemer, J.M. & Kasper, H. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(4), 311-329.

Bloemer, J.M. & Lemmink, J.A.G. (1992). The importance of customer satisfaction in explaining brand and dealer loyalty. Journal of Marketing Management, 8(5/6), 351-364.

Bolton, R. & Drew, J. (1991). A multistage model of customers' assessments of service quality and value. Journal of Consumer Research, 17(4), 375.

Bowen, J. & Chen, S. (2001). The relationship between customer oyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.

Burnham, T.A., Fels, J. & Mahajan, V. (2003). Consumer switching costs. A typology, antecedents and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.

Caruana, A. (2002). Service loyalty. The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.

Coleman, J.S. (1994). A rational choice perspective on economic sociology in: Smelser, N.J. and Swedberg, R. (eds.). The handbook of economic sociology, Princeton: Princeton University Press.

Colgate, M. & Norris, M. (2001). Developing a comprehensive picture of service failure. Int. J. Ser. Ind. Manage., 12(314), 215-235.

Ehigie, B.O. (2006). Correlates of customer loyalty to their banks. A case study in Nigeria. International Journal of Bank Marketing, 24(7), 494-508.

Fournier, S. & Mick, D.G. (1999). Rediscovering satisfaction. Journal of Marketing, 63, 5-23.

Gan, C., Cohen, D., Clemes, M. & Chong, E. (2006). A survey of customer retention in the new Zealand banking industry. Banks and Bank Systems, 1(4), 83-99.

Gronroos, C. (1982). Strategic management and marketing in the service sector. Finland: Swedish School of Economics and Business Administration, Helsinki.

Gronroos, C. (1994). Quo vadis, marketing towards a relationship marketing paradigm. Journal of Marketing Management, 10, 347-360.

Gummerson, E. (1998). Total relationship marketing. Experimenting with a synthesis of research frontiers. Australian Marketing Journal, 7(1), 72-85.

Hamilton-Ibama, E.L. & Ogonu, G.C. (2019). Service quality and market share in money deposit banks in South-South geopolitical zone of Nigeria. International Journal of Marketing and Communication Studies, 4(1), 38-49.

Han, X., Kwortnik, R. & Wang, C. (2008). Service loyalty. An integrated model and examination across service contexts. Journal of Service Research, 11(1), 22-42.

Heskett, E. (1997). The service profit chain. New York: The Free Press.

Jones, M.A., Beatty, S.E. & Mothersbaugh, D.V. (2002). Why customers stay. Measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. J. Bus. Res., 55, 441-50.

Kandampully, J. & Suhartanto, D. (2000). Customer loyalty in the hotel industry. The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.

Kassim, N.M. & Souiden, N. (2007). Customer retention measurement in the UAE banking sector. Journal of Financial Services Marketing, 11(3), 217-228.

Kotler, P. (2000). Marketing management, analysis, planning, implementation and control. New Jersey: Prentice- Hall, Inc., Eaglewood Cliff.

Kotler, P. (2008). Marketing management. New Jersey: Prentice-Hall, Inc., Eaglewood Cliff.

Lake, L. (2008). Exploring the value of customer retention. About.com Guide.

Lee, M.C. & Hwan, I.S. (2005). Relationships among service quality, customer satisfaction and profitability in the Taiwanese banking industry. International Journal of Management, 22(4), 635-648.

Levesque, T.J. & McDongall, G.H. (1996). Customer dissatisfaction. The relationship between types of problems and customer response. Canadian Journal of Administrative Sciences. Alberta Calgary, 13(3), 264-76.

Lewis, B.R. & Pescetto, L. (1991). Service quality. An international companion of bank customers expectations and reception. Journal of Mark. Manage, 7, 47-62.

Luoty, L. & Parasuraman, A. (2010). Marketing services: Competing through quality. New York: The Free Press.

Morgan, R.M. & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.

Motiwala, A. (2008). The dictionary of marketing. Lulu.com - Online book available online at: http://books.google.co.uk/books?id=a4sauw6OYtcC[Accessed 12/February/2015].[63]

Naeem, H. & Saif, I. (2009). Service quality and its impact on customer satisfaction: Empirical evidence from the Pakistani banking sector. The International Business and Economics Research Journal, 8(12), 99.

Newman, K., Maylor, U. & Chansarkar, B. (2001). The nurse retention, quality of care and patient satisfaction chain. International Journal of Health Care Quality Assurance, 14(2), 57-64.

Ndubisi, N. (2005). Customer loyalty and antecedents. A relational marketing approach. Allied academies international conference. Academy of Marketing Studies Proceedings, 10(2), 49-54.

Oliver, R.L. (1997). Satisfaction: A behavioural perspective on the consumer. New York: McGraw-Hill.

Oyeniyi, O. & Abiodun, A.J. (2008). Customer service in the retention of mobile phone users in Nigeria. African Journal of Business Management, 2(2), 26-31.

Oliver, R. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-510.

Parasunaman, A., Zeithmal, V.A. & Berry, L.L. (1991). Delivering quality services. The Free Press, Macmillian Incorporated, 89-109.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(1), 41-50.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SEVQUAL. A multiple item, scale for measuring consumer perception of service quality. Journal of Retailing (spring), 64, 12-40.

Patterson, P.G. & Spreng, R. (1998). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business context. An empirical examination. International Journal of Service Industry Management, 8(5), 414-434.

Pfeifer, P. (2005). The optimal ratio of acquisition and retention costs. Journal of Targeting, Measurement and Analysis for Marketing, 13(2), 179-188.

Ranaweera, C. & Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 14(4), 374-395.

Reichheld, F.F. & Sasser, K.D. (1990). The hidden advantages of customer retention. J. Ret. Bank, 7(4), 19-23.

Reichheld, F.F. (1996). Learning from customer defections. Harv. Bus. Rev, 3(2), 56-69.

Sharma, N. & Patterson, P.G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional consumer services. International Journal of Service Industry Management, 11(5), 470-490.

Singh, J. & Sirdeshmukh, D. (2000). Agency and trust mechanism in relational exchanges. Journal of Marketing, 66(1), 15-37.

Spreng, R.A, Mackenzie, S.B. & Olskavsky, R.W. (1996). A re-examination of the determinants of customer satisfaction. J. Mark. Brisbane, 112.

Surprenant, C. & Churchill, G. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491.

Tariq, A.N. & Moussaoui, N. (2009). The main antecedents of customer loyalty in Moroccan banking industry. International Journal of Business and Management Science. 2(2), 101-115.

Veloutsou, C., Daskou, S. & Daskou, A. (2004). Are the determinants of bank loyalty brand specific? Journal of Financial Services Marketing, 9(2), 113-125.

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