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ABSTRACT
The broad aim of this study was to determine the effect of management strategies on customer satisfaction in Banking in Nigeria. Addressing the specific objectives such as ascertaining the effect of innovative strategy on customer’s satisfaction; determining the linkage between relationship banking and customer’s satisfaction in Nigeria and investigating the impact of SERQUAL on customer satisfaction in Nigeria, the study adopted both mixed methods of research methodology. First, survey on customer satisfaction were adapted from five banks in Nigeria, and secondly, systematic review of literature review was performed. The qualitative data was analyzed using thematic analysis. The terms "management strategies," "customer satisfaction," "innovative strategy," and "SERQUAL-service quality," was used in scanning for relevant literature. The following trends and patterns were developed as a result of the review of the survey on customer satisfaction: technology advancement, product variety and employee-customer relationship. Also, as a result of the thematic analysis, the following trends and patterns were also developed: advancement in information and communication technology, customer expectation and waiting time and reliability, responsiveness, and empathy. The study found that the mentioned themes are key management strategies in Nigeria banks that can influence the level of customer satisfaction. The study therefore recommended that effective management strategies such as creating a strategic innovation toolkit can be adopted by banks to eliminate or minimize the challenges relating to customers dissatisfaction.
