SERVICE QUALITIES AND CUSTOMER SATISFACTION IN THE NIGERIAN BANKING INDUSTRY

ABSTRACT

The paper examines service qualities and customer satisfaction in the Nigerian Banking Industry using United Bank for Africa (UBA) and Zenith Bank Plc. The objectives of this study were to determine the relationship between bank tangibility and customer satisfaction, to verify if bank reliability influence customer satisfaction and to investigate the relationship between e-banking and customer satisfaction. In this research work, descriptive survey was used to accurately portray the effects of quality services on customer satisfaction. Consequently, 200 questionnaires were distributed and collected from the staffs of UBA and Zenith Bank Plc. We employed descriptive statistics and chi-square to analyze the data obtained. It was found from the study that there is significant relationship between bank tangibility and customer satisfaction. It was also shown that bank reliability influences customer satisfaction to a large extent. The study also found that there is a significant relationship between e-banking and customer satisfaction. The study recommends that banks should focus more on improving their infrastructure. Banks should also have a strong customer relationship management system that would indicate the worth of the customer and be able to understand his needs while interacting with him. Banks should follow a feedback system to know the customer expectations for improving the level of customer satisfaction to a maximum level. Banks should position themselves in the market on the basis of being reliable in order to achieve customer satisfaction.