Retention Strategy and Customer Loyalty: An Analysis of Selected 2nd Generation Bank in Ilorin, Nigeria
| dc.contributor.author | Olowo, Ahmed AbdulGaniu, | |
| dc.contributor.author | Jimoh, Abdulrazaq Taiye | |
| dc.contributor.author | Jatto, Adewale AbdulMajeed | |
| dc.contributor.author | Bello, Kamal Asola | |
| dc.date.accessioned | 2026-04-15T08:26:52Z | |
| dc.date.available | 2026-04-15T08:26:52Z | |
| dc.date.issued | 2023 | |
| dc.description.abstract | The study examined the effect of retention strategies on customer satisfaction of selected 2nd generation banks within Ilorin metropolis. Two research objectives were raised to guide the conduct of this study, to identify how the retention strategy (customer relationship management) adopted by the selected 2 generation banks enhances customer satisfaction and investigates the effect of the retention strategy (service quality delivery) on customer satisfaction of the selected 2 generation banks. The study utilised a descriptive research design and collected data through a cross-sectional survey method. Three hundred and seventy-nine (379) validated questionnaires were distributed to the respondents, but only three hundred and sixty-three (363) were found usable, sorted, edited, and coded for the analysis. Findings revealed that customer relationship management and service quality delivery have a significant effect on customer loyalty with R2= 85.6 and 33.2 respectively. The study recommended that businesses should treat customer loyalty as a priority and not an option. Also, adequate funding must be provided to achieve the customer retention program | |
| dc.identifier.citation | Olowo et al. (2023) | |
| dc.identifier.issn | 2536-7358 | |
| dc.identifier.uri | https://uilspace.unilorin.edu.ng/handle/123456789/17176 | |
| dc.language.iso | en | |
| dc.publisher | Deparment of Public Administration, University of Ilorin | |
| dc.relation.ispartofseries | 7; 1 | |
| dc.title | Retention Strategy and Customer Loyalty: An Analysis of Selected 2nd Generation Bank in Ilorin, Nigeria | |
| dc.type | Article |