Retention Strategy and Customer Loyalty: An Analysis of the selected 2nd Generation Banks, Ilorin, Nigeria
Keywords:
customer relationship management, quality service delivery, satisfactionAbstract
This study examined the effect of retention strategies on customer satisfaction as evidenced by the selected 2nd generation banks within the Ilorin metropolis. Two research objectives were raised to guide the conduct of this study; (i) identify how the retention strategy (customer relationship management) adopted by the selected 2nd generation banks enhances customer satisfaction, and (ii) investigate the effect of the retention strategy (service quality delivery) on customer satisfaction of the selected 2nd generation banks. The study utilized 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 83.2 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.
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Copyright (c) 2026 Ahmed AbdulGaniyu Olowo , AbdulRasaq Taiye Jimoh, Adewale AbdulMjeed Jatto , Kamal Asola Bello
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). You are free to share and adapt the material, provided proper credit is given.
