SERVICE QUALITY DIMENSIONS AND THEIR INFLUENCES ON CUSTOMER SATISFACTION: EVIDENCE FROM NEW GENERATION BANKS IN NIGERIA

¹ John Chidume Anetoh (Ph.D), ²Chizoba Adaeze Okafor (Ph.D)

³ Cajetan Obinna Ewuzie (Ph.D) and ⁴ Lawrence Nnamdi Okeke (Ph.D) 

¹Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State of Nigeria (Corresponding Author)

E-mail: anetohjohn@yahoo.com. Phone no: +2348035008735

²Department of Entrepreneurship, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State of Nigeria.

³Department of Marketing, University of Nigeria, Enugu Campus, Enugu State of Nigeria.

⁴Department of Marketing, Nnamdi Azikiwe University, Awka, Anambra State of Nigeria.

Abstract

This study investigated the influence of service quality dimensions on customer satisfaction: empirical evidence from selected new generation banks in Anambra State of Nigeria. The study ascertained the extent reliability of service, assurance of service, tangibility of service, empathy of service and responsibility of service influence customer satisfaction with bank services. Relevant literature was reviewed conceptually, theoretically and contextually. The study adopted a survey research design method. The population size was unknown while the sample size was 384. A convenience sampling technique was adopted. Data were sourced primarily using the questionnaire. A Cronbach alpha average coefficient value of 0.728 confirmed the reliability of the research instrument. Data generated from the respondents were presented in tables. Pearson correlation coefficient was used to establish the relationship between the dependent and independent variables. Multiple regression analysis statistical technique was used to test the five formulated hypotheses at 5% level of significance. The findings showed that service reliability had a significant and positive influence on customer satisfaction with bank services. The study discovered that service assurance also had a significant and positive influence on customer satisfaction with bank services. The findings showed that tangibility of service had a significant and positive influence on customer satisfaction. The findings discovered that empathy of service had a significant and positive influence on customer satisfaction. The findings discovered that service responsiveness had a significant and positive influence on customer satisfaction. The study recommended that banks should continue to pay more attention to service reliability and assurance by providing efficient services to their customers as well as being trustworthy in rendering services to their customers. The study also recommended that banks should invest more on their service quality dimensions especially being empathetic to their customers. Also, workers should be very attentive to their customers in order to increase customers’ satisfaction.

Key words: Service Quality Dimensions, Customer Satisfaction, New Generation Banks, Anambra State, Nigeria

Download

Anetoh, J.C.; Okafor, C.A.; Ewuzie, C.O. & Okeke, L.N. (2022). Service Quality Dimensions and their Influences on Customer Satisfaction: Evidence from New Generation Banks in Nigeria. Research Journal of Management Practice, 2(1), 123-140. Available online at: https://www.ijaar.org/articles/rjmp/v2n1/rjmp-v2n1-Jan22-p2115.pdf

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