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ABSTRACT
As organizations continue to recognize the significance of retaining customers in a highly competitive market, understanding the role of customer service features in this context becomes paramount the study focused on the relationship between customer service and customer retention in Benin City. Specifically, the study sought to empirically investigate the extent to which customer features service influences customer retention, and ultimately business growth. To guide the study, four research questions were raised and two hypotheses generated. A survey research design was adopted and the population of the study were drawn from customers of selected organisations in the University of Benin, Benin City. A sample of size of 120 respondents was randomly selected for the study. The study adopted the use of structured Questionnaires, tailored towards the objectives of the research, in obtaining data and responses from the respondents. One hundred and fifty responses were collected from an online questionnaire, only 120 were accepted . Data obtained from the respondents were retrieved and analyzed using Descriptive statistics, mean, frequency, and Linear Regression models, Via the Statistical package for Social Sciences (SPSS). Findings obtained from the study among others indicates that customer service features and customer service quality positively influences the rate of customer retention in organisations in Benin City. Based on the findings, the study recommends among other things that Business organizations should make efforts towards improving their customer service practices and features , enhancing customer service training , streamlining their activities to fit customer preferences and making efforts towards increasing customer loyalty.
