SERVICE CONVENIENCE DELIVERY AND CUSTOMER LOYALTY OF MONEY DEPOSIT BANKS IN RIVERS STATE

  • Sunny R Igwe, Dr Marketing Department, University of Port Harcourt
  • John G Amue, Dr Marketing Department, University of Port Harcourt
Keywords: Convenience, Loyalty, Fraud Recovery Convenience, Transaction, ICT Capability, Money Deposit Bank

Abstract

T he intricacy of time, efforts, risk even money as budget constraints is yet to be fully explored as drivers of consumer convenience behaviour and delivery, especially with rapid advances in technology self- service .The purpose of this study was to empirically determine the extent to which service convenience delivery influences customer loyalty behaviour in quoted money deposit banks in Nigeria. The nomothetic methodology was adopted on nineteen quoted money deposit banks in Port Harcourt. Two hundred and twenty respondents/customers were surveyed and the Spearman's Rank Correlation Coefficient Statistical tool was used for the analysis. The study revealed that a significant relationship exists between waiting convenience, access, transaction, benefit convenience and customer loyalty behaviour while fraud recovery convenience was not significant. Also, that amongst the dimensions of service convenience, waiting convenience impacts more significantly on customer loyalty. The authors therefore, conclude that the deposit money banks in Nigeria though recognise the positive impacts of and embark on service convenience delivery, their level of practice in this regard is far below optimal. It was recommended that banks should use more IT-related tools to enhance and improve service delivery convenience as competitive retention strategies that would continuously create an enduring perception of service.

Published
2018-08-16