Service Quality Management and Customers’ Satisfaction in Deposit Money Banks of South-East, Nigeria

Abstract

This work examined service quality management and customer satisfaction in deposit money banks in South-East, Nigeria. The study specifically examined the effect of service tangibility, reliability and assurance on customer satisfaction in deposit money banks in South-East, Nigeria. Relevant literature was reviewed under conceptual framework, theoretical framework, theoretical exposition and empirical literature. The study was anchored on SERVQUAL model. The study adopted survey research design. The population of the study comprised of 2633 customers of selected branches of deposit money banks in the South-East, Nigeria. A sample size of five hundred and seventeen (517) respondents was selected using Borg and Gall formula. Questionnaire was employed as the main instrument of data collection. Face and content validity was used in this to ensure validity of instrument. The reliability of the instrument used was verified. The data generated were analyzed using frequency, percentage analysis, descriptive statistics, correlation analysis and multiple regression analysis. It was found that tangibility, reliability, and assurance had a significant positive effect on customer satisfaction in banks in the South East Nigeria. The study therefore concludes, that service quality management had a significant positive effect on customer satisfaction in the sampled banks. The study recommended that since tangibility was found to have significant effect on customer satisfaction, commercial banks should emphatically focus on the location and ambience of their branches so that the customers can feel pleased enough to revisit the banks.