The Effect of Service Quality on Customer Retention: A Study of GTBank in Sokoto State
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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
- To assess the service quality provided by GTBank in Sokoto State.
- To evaluate the relationship between service quality and customer retention.
- To propose strategies for improving service quality to enhance retention.
Research Questions
- What is the level of service quality provided by GTBank in Sokoto State?
- How does service quality influence customer retention?
- What strategies can improve service quality and customer retention?
Research Hypotheses
- Service quality does not significantly influence customer retention.
- Customer satisfaction is not significantly impacted by service quality.
- Proposed strategies do not significantly improve service quality outcomes.
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
- Service Quality: The assessment of how well a service meets customer expectations.
- Customer Retention: The ability of a business to keep its customers over time.
- GTBank: A prominent Nigerian financial institution.
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