EXPLORING CUSTOMERS DISSATISFACTION AND ITS IMPACT ON CUSTOMERS LIFETIME LOYALTY IN THE NIGERIAN BANKING SECTOR (A STUDY OF SELECTED BANK CUSTOMERS IN LAGOS STATE)

ABSTRACT

Customer satisfaction has emerged as a major area of concern for researchers, theorists and managers in organisations due to its importance. Every organization thus endeavours to ensure customer satisfaction in order to gain the loyalty of their customers. Therefore, the study examined the impact of customer satisfaction on customer loyalty in the Nigerian banking sector. 120 questionnaires were distributed while 110 questionnaires were analyzed. The data was analyzed using statistical package for social sciences while the hypotheses were tested using correlation analysis. From the findings, it shows that there is a significant relationship between customer satisfaction and customer loyalty. Based on the findings, it was recommended that banks should pay more attention to customer satisfaction. 

Keyword: Customer Satisfaction, Customer Loyalty and Nigerian Commercial Banks.   

TABLE OF CONTENTSTitle page iCertification iiPlagiarism Attestation iiiDedication ivAcknowledgement vAbstract viList of figures viiTable of contents viiiCHAPTER ONE: INTRODUCTION1.1 Background to the Study 11.2 Statement of the Problem 31.3 Aims and Objectives of the Study 51.4 Research Questions 51.5 Research Hypothesis 61.6 Definition/Operationalization of concepts 61.7 Significance of the Study 8References 9CHAPTER TWO2.1 Introduction 102.2 Theoretical Framework 102.2.1 The expectancy-disconfirmation paradigm theory 1192.2.2 The attribute-based approach to satisfaction theory 122.2.3 The brand and customer loyalty 132.3 Customer Satisfaction 152.3.1 Determinants of Customer Satisfaction 192.3.2 Customer Expectation 222.3.3 Customer Perception 232.3.4 Measuring Customer Satisfaction 242.3.5 Importance of Customer Satisfaction 272.3.6 Benefits of Customer Satisfaction 282.4 Customer Loyalty 292.4.1 Determinants of Customer Loyalty 332.4.2 Outcomes of Customer Loyalty 372.5 Relationship between Customer Satisfaction and Customer 39Loyalty2.6 Empirical review 41References 45CHAPTER THREE: RESEARCH METHODOLOGY3.1 Introduction 483.2 Conceptual Framework 483.3 Research Design and Strategy 493.4 Measures of Dependent, Independent and Related Variables 503.5 Population of Study 503.6 Sampling Procedures and Techniques 513.7 Method of Data Collection 51103.8 Method of Data Analysis 523.9 Discussion of Validity and Reliability Test 523.10 Delimitation and Limitation of the Study 53References 54CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS4.1 Introduction 554.2 Results Questionnaire Analysis 554.2.1 Presentation, Analysis and Interpretation of Demography 554.2.2 Results and Analysis of Questionnaire Items Relates 57to Research Questions4.2.3 Results and Analysis of Questionnaire Items Specific 65Research Hypothesis4.3 Discussion of Results 7311CHAPTER FIVE: SUMMARY OF THE STUDY AND RESEARCHFINDINGS, CONCLUSIONS, RECOMMENDATIONSAND SUGGESTIONS FOR FURTHER STUDIES5.1 Introduction 755.2 Summary of the Study and Research Findings 755.3 Conclusion 765.4 Recommendation 775.5 Contribution to Knowledge 785.6 Suggestion for Further Studies 78Bibliography