COMPLAINT MANAGEMENT APPROACH AND CUSTOMER LOYALTY: A CROSS-SECTIONAL SURVEY OF COMMERCIAL BANKS CUSTOMERS IN OGUN STATE

JIMOH, Tajudeen Adisa and OGUNSANWO, Abayomi Olusegun (2019) COMPLAINT MANAGEMENT APPROACH AND CUSTOMER LOYALTY: A CROSS-SECTIONAL SURVEY OF COMMERCIAL BANKS CUSTOMERS IN OGUN STATE. JOURNAL OF BUSINESS AND EDUCATIONAL POLICIES, 15 (1). pp. 47-61. ISSN 0794-3210

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Abstract

Effective customer loyalty that guarantees customer retention is always a central focus of every profit- oriented organisation. Attempts are therefore made by such organisations to determine the key factors and strategies that could be used to establish and earn customer loyalty. This study was carried out on the impacts of a two dimensions of complaint management (Responsiveness and Perceived Complaint Service Quality) on customer loyalty to commercial banks in Ogun State, Nigeria. The study adopted a descriptive survey research design of an ex-post facto type. Three research hypotheses were formulated and tested at 0.05 level of significance. Data were collected using a standardized Complaint Management and Customer Loyalty instrument. Research questionnaires were administered to three hundred (300) randomly selected customers of commercial banks in Ogun State until 257 questionnaires were confirmed to have been returned. Data collected were analyzed using t-test and multiple regression statistical method, The results revealed a significant relationship among the variables studies. It shows a significant relationship between complaint handling strategies of commercial banks and their customer loyalty. The study therefore recommends that commercial banks should focus more attention to the attitudes of banks official toward customers’ complaints so as to render satisfactory services and earn customer loyalty.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5601 Accounting H Social Sciences > HG Finance
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Miss Ayomikun Ogunbadejo
Date Deposited:	25 May 2020 19:22
Last Modified:	25 May 2020 19:22
URI:	http://eprints.federalpolyilaro.edu.ng/id/eprint/169

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