Customer Support and Satisfaction: Empirical Analysis of Nigerian Deposit Money Banks Customers
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Date
2026-03-01
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Abstract
Customer support plays a pivotal role in shaping customer satisfaction within the Nigerian
banking sector, where service quality is a key differentiator in a highly competitive
environment. This study empirically examines the relationship between customer support
indices, including issue resolution, instant feedback, and service inquiries, and their impact on
customer satisfaction among deposit money bank customers in Nigeria. Using a quantitative
research design, data were collected through structured questionnaires administered to a
representative sample of bank customers across major Nigerian cities. Descriptive and
inferential statistics of partial least squares structural equation model (PLS-SEM) were
employed to evaluate the impact of the identified support variables on overall satisfaction
levels. Findings reveal that issue resolution significantly influences customer satisfaction, as
timely and effective handling of complaints fosters trust and loyalty. Instant feedback emerged
as a critical factor, with customers valuing prompt responses that enhance their perception of
service reliability. Similarly, service inquiries were found to contribute positively to
satisfaction, as clear and accessible information reduces uncertainty and improves customer
experience. The study concludes that strengthening these dimensions of customer support can
substantially improve satisfaction outcomes, thereby enhancing customer retention and
competitive advantage for Nigerian deposit money banks. Recommendations include investment
in digital support platforms, staff training for efficient resolution processes, and proactive
communication strategies to address customer needs.