SERVICE QUALITY AND CUSTOMERS RETENTION

ABSTRACT

This study was carried out to examine service quality and customer’s retention: A case study of Guaranty Trust Bank in Benin City, Edo State. The objectives of the study includes to ascertain the relationship between reliability of service and customer retention in GT Bank, to fnd out the relationship between responsiveness and customer retention in Guaranty Trust Bank, to evaluate the relationship between quality assurance and customer retention in GT Bank, and also to investigate the relationship between empathy and customer retention in Guaranty Trust Bank. In order to actualize the objectives of the study, various literature and theoretical issues were discussed. The instrument used for the purpose of this research was the primary research instrument (questionnaire). The mass of information generated from the questionnaires was summarized in form of table and analyzed using frequency, simple percentage and mean. A total of two hundred (200) questionnaires was administered of which only a hundred and ninety-five (195) responses were collated. The hypotheses were tested using the regression analysis statistical tool.