EFFECT OF QUALITY SERVICE DELIVERY ON CUSTOMER SATISFACTION IN THE BANKING INDUSTRY. A STUDY OF FIRST BANK NIGERIA PLC OKPARA AVENUE, ENUGU

This research work investigated the effect of quality service delivery on customer satisfaction in the banking industry with special attention on First Bank Plc Enugu. The objectives of the study include examining whether the quality services offered by First Bank Plc have a significant relationship with customer patronage of the company's services, whether the quality services offered by First Bank Plc have a significant relationship with customer satisfaction with the company's services, whether the quality services offered by First Bank Plc have a significant relationship with customer loyalty to the company and whether the quality services offered by First Bank Plc have a significant relationship with the profitability of the bank. To achieve these objectives, research questions and hypotheses were raised and a descriptive survey research was conducted. Primary data were collected using questionnaire, oral interview, and personal observation while secondary data were collected from already existing materials such as magazines, newspapers and journals. Simple random sampling was used to select a sample size from the population of marketing staff and customers of First Bank Plc, Enugu. The hypotheses formulated were tested using the chi-square(χ2) statistical tool. After the test of hypotheses it was observed: that the quality services offered by First Bank Plc have a significant relationship with customer patronage of the company's services, customer satisfaction with the company's services, customer loyalty to the company and improvement in the profitability of the company. The researcher concluded that quality service delivery is an imperative for all services organizations especially those involved in the banking industry to ensure that customer needs and aspirations are identified and attended to promptly which will result to improved customer patronage, customer satisfaction and loyalty as well as improved market share and profitability. Based on these findings the researcher recommended that First Bank Plc should consolidate on its service delivery to ensure that it maintains and exceed the level of its customer patronage, satisfy its customers properly to be able to enjoy their loyalty, improved market share, and profitability.