Background of the Study
Service quality is a critical determinant of customer retention, especially in the banking sector where customer satisfaction and loyalty are paramount. GTBank, a leading financial institution in Nigeria, has built its reputation on delivering high-quality services, but maintaining customer retention remains a continuous challenge in competitive markets like Sokoto State (Kotler & Keller, 2024).
By focusing on factors such as responsiveness, reliability, and empathy, GTBank aims to enhance the banking experience and retain its customer base. This study investigates the relationship between service quality and customer retention at GTBank in Sokoto State (Okoro & Ahmed, 2023).
Statement of the Problem
Despite its efforts to deliver excellent service, GTBank faces challenges such as service delays, inadequate problem resolution, and limited personalization. These issues contribute to customer dissatisfaction and reduce retention rates in Sokoto State (Musa & Adeyemi, 2025).
This study examines how service quality impacts customer retention and identifies areas for improvement.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
The study focuses on service quality and its impact on customer retention at GTBank in Sokoto State. It excludes other banks and unrelated factors influencing retention. Limited access to customer feedback data may pose challenges.
Definitions of Terms
Chapter One: Introduction
1.1 Background of the Study
Print media, including newspapers, magazines, flyers, and brochures, has...
Substance abuse remains a significant public health challenge, contributing t...
ABSTRACT
The clamour for the inclusion of entrepreneurship in the curriculum of Nigerian universities has been on the increase. This grow...
Background of the Study
Mental health disorders among adolescents have become an increasing global concern, with numerous studies linking...
Background of the Study
Tax education involves equipping taxpayers with the knowledge and skills needed to understand and f...
Background of the Study
Part-time work has become increasingly popular among university students, including nursing students, as a way to...
Chapter One: Introduction
1.1 Background of the Study
Media regulatory bodies play an essential...
ABSTRACT
The purpose of this topic evaluation of fraud control measures in Nigerian banking sector [a case study of central bank of Niger...
ABSTRACT
The need to check the Problems and Prospects of teaching Business Studies as necessitate this research work. Th...
Background of the Study
Public projects funded by local governments play a crucial role in the development and well-bein...