Customer Attributes as Determinants of Customer Loyalty in Nigeria Retail Banks

Authors

  • Olubunmi O. Obioha Sol Plaatje University, Kimberley, South Africa.

Keywords:

retail banking, corporate governance, customer loyalty, bank merger, Nigeria

Abstract

The major objective of this research was to ascertain the customer related divers in Nigerian retail
banks. The study included a sample of 424 bank clients from eight (8) commercial banks in the Ibadan
Metropolis, Nigeria, who were scientifically selected based on some criteria. The data was collected
from the sample using a self-administered closed ended survey instrument (questionnaire)
incorporating pertinent constructs and items. Statistical Package for Social Sciences (SPSS) tools were
used to analyse the data. The Cronbach's alpha coefficient for Customer Loyalty Construct was
acceptable after the reliability test. A variety of statistical procedures were used to further analyse the
data to capture the study's aims, including Kruskal Wallis, Analysis of Variance, and Independent
Samples Test. Based on client loyalty, the study found no major differences between old and new
generation banks. On the other hand, there was a strong link found between bank merger experience
and bank client loyalty. In general, and in specific terms, customers' characteristics did not
significantly influence or dictate the direction of their loyalty to their banks (P >0.05). While
consumers' gender had no effect on their loyalty to old-generation and new-generation banks, it did
have an impact on their loyalty to combined institutions, with male customers being substantially
more devoted than female customers

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Published

2021-09-30

How to Cite

Obioha, O. O. . (2021). Customer Attributes as Determinants of Customer Loyalty in Nigeria Retail Banks. ADRRI Journal of Arts and Social Sciences, 18(2 (6) July-September), 66-78. Retrieved from https://journals.adrri.org/index.php/adrrijass/article/view/703