An Evaluation of the Relationship Between Bank Service Quality and Customer Loyalty: A Case Study of GTBank, Osun State
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Background of the Study
High-quality service delivery is a cornerstone of customer loyalty in the retail banking sector. GTBank in Osun State has long emphasized the importance of delivering exceptional service across all customer touchpoints, ranging from digital platforms to physical branches. By investing in advanced customer relationship management (CRM) systems, staff training, and innovative service solutions, GTBank aims to provide consistent, efficient, and personalized service that meets the evolving needs of its customers (Okoro, 2023). This focus on service quality not only enhances operational efficiency but also builds long-term trust and emotional commitment among customers. Through multi-channel support and proactive feedback mechanisms, the bank strives to promptly address customer issues and adapt its services accordingly. Nevertheless, inconsistencies in service delivery, particularly between different channels, sometimes lead to varying customer experiences, which can affect overall loyalty. This study explores the relationship between bank service quality and customer loyalty at GTBank, assessing how improvements in service standards can foster enhanced loyalty and competitive advantage in the retail banking sector (Chinwe, 2024; Akinola, 2025).
Statement of the Problem
Despite significant investments in improving service quality, GTBank continues to face challenges in achieving uniform customer loyalty. Inconsistencies in service delivery—stemming from variations in staff performance, technical glitches in digital platforms, and differences between branch experiences—often result in customer dissatisfaction. This disparity creates a disconnect between the bank’s intended service excellence and the actual customer experience, potentially undermining long-term loyalty. Additionally, gaps in communication and personalized service further exacerbate the problem, as customers may feel undervalued or overlooked. The competitive pressure in the retail banking sector also means that any lapse in service quality can prompt customers to switch to competitors. These issues underscore the need for a comprehensive evaluation of the factors influencing service quality and their subsequent impact on customer loyalty. Addressing these challenges is critical to ensuring that the bank’s efforts to enhance service quality translate into sustained customer retention and a robust market position.
Objectives of the Study
- To assess the impact of service quality on customer loyalty at GTBank.
- To identify key factors contributing to inconsistencies in service delivery.
- To recommend strategies for improving service consistency and enhancing loyalty.
Research Questions
- How does service quality affect customer loyalty at GTBank?
- What are the major factors that contribute to inconsistent service delivery?
- What strategies can be implemented to ensure consistent and high-quality service?
Research Hypotheses
- H₁: Superior service quality is positively correlated with increased customer loyalty.
- H₂: Inconsistencies in service delivery negatively impact customer retention.
- H₃: Personalized service initiatives significantly enhance customer loyalty.
Scope and Limitations of the Study
This study focuses on GTBank’s retail operations in Osun State. Limitations include potential variability in customer perceptions across channels and the influence of external competitive pressures.
Definitions of Terms
- Service Quality: The overall standard of service provided to customers.
- Customer Loyalty: The degree to which customers consistently use a bank’s services.
- Customer Relationship Management (CRM): Systems that manage and improve customer interactions.
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