Effect of Service Quality on Customers’ Loyalty in Banks: Case Study of Some Selected Banks in Jigawa State

Abstract

This study explores the effect of service quality on customer loyalty. The study explicitly focuses on four banks: Access Bank, UBA, First Bank Nigeria Plc, and Unity Bank. The study used the Behavior Modification Perspective (BMP) as the theory that underpins this study. The survey research design was adopted for this study. The quantitative data was gathered from a sample of 384 customers of the four selected banks. Ninety-six respondents were sampled from each of the four banks. The study used frequency count, simple percentages to describe the data and linear regression for the hypothesis testing. The findings revealed a significant relationship between service quality and customer loyalty in some selected banks in Jigawa State and that service quality significantly affects customer loyalty. Based on these insights, it is recommended that banks in Jigawa State improve the quality of their services provided to enhance customer satisfaction and retain their trust. They should allocate more of their resources and attention towards bolstering service quality.