British Journal of Marketing Studies (BJMS)

EA Journals


Service Quality and Brand Loyalty of Banks in Bayelsa State of Nigeria (Published)

Citation: Lyndon M. Etale and Emmanuel N. Jerry (2022) Service Quality and Brand Loyalty of Banks in Bayelsa State of Nigeria, British Journal of Marketing Studies Vol. 10, Issue 1, pp.47-63

The study was embarked upon with the aim of determining the nature of the relationship between service quality and brand loyalty of banks in Bayelsa State of Nigeria, and this was done using responsiveness and reliability as dimensions of service quality and brand advocacy as a measure of brand loyalty, bringing about two research questions and study hypotheses which was put to the test by the use of the Pearson correlation coefficient method with the aid of SPSS software. The study adopted the descriptive design and used a questionnaire as a means of gathering data from the customers of selected banks in Bayelsa State amounting to a total of 140, but a total of 130 copies of the questionnaire were retrieved and used for the analysis of data which informed the conclusion and findings of the research. The study revealed a significant relationship between both reliability and responsiveness as dimensions of service quality and brand advocacy as a measure of brand loyalty. The study therefore concluded that there is a significant relationship between the variables and thus made the following recommendations; Banks should give prompt and quick response to its customers‟ compliant by creating a simple and fast compliant handling system; Banks must let its customers feel safe and secured in any transaction; Banks should create a strong feedback system that enables them to relate effectively with customers and understand them better; Banks should fasten their service processes.

Keywords: Reliability, Responsiveness, Service Quality, brand advocacy, brand loyalty

Gap Analysis of Customer Expectation and Perception of Professionalism among Nigeria Police Officers: The SERVICOM Perspective (Published)

This paper investigated gap analysis of customer expectation and perception of professionalism among Nigeria police officers: the SERVICOM perspective. The study specifically examined the effect of SERVICOM on professionalism of service as well as gap between customer expectation and perception of Nigeria police service. Descriptive survey design was adopted through which structured questionnaire was used to collect data from the field. The population of the study comprised of all police officers from all ranks and files within Ekiti and Ondo States as well as consumers of police services. Convenience sampling technique was used to select 4,000 respondents which included 2,000 police officers from different ranks and files as well as 2,000 consumers of police services within the two states. Descriptive statistics was used to analyze the research questions while t-test and Chi-square (ᵪ2) were used to test hypothesis one and two respectively. The level of significance was set at 5%. Findings revealed that there was significant difference between customers’ expectation and perception regarding the quality of service provided by the Nigeria Police Force. It was therefore recommended among others that Regulatory authorities in the Nigerian Police Force should take steps to ensure that the operations of the Force are, to some extent, consistent with the expectations of customers as this will help to minimize the discrepancies between customers’ expectation of services and the actual service realized from the Force.

Keywords: Nigeria police, Reliability, Servicom, Tangibility, awareness, professionalism

Effect of Service Quality Dimensions on Customer Satisfaction: A Comparative Analysis of Pakistan Telecom Sector (Published)

The purpose of this study is to establish the relationship between service quality and customer satisfaction. Two main dimensions of service quality were taken i.e. reliability and empathy. This is a quantitative analysis and the data was collected in the form of communication-based questionnaires. The sample size was 400 respondents and four main telecom service providers were considered for the study. The results were calculated by analytical software SPSS-20. It was concluded that service reliability and service empathy both have an effect on customer satisfaction. It was also determined that some factors were more satisfactory than the others. The findings of study reveal that percentages of customer satisfaction change with the service quality dimensions of reliability and empathy. Overall, it can be established that there is a significant relationship between customer satisfaction and service quality dimensions of empathy and reliability.

Keywords: Customer Satisfaction, Empathy, Reliability, Service Quality

Perceived Service Quality and Customer Loyalty in Retail Banking in Kenya (Published)

The main aim of this study is to examine the effect of service quality dimensions on customer loyalty to the providers of retail banking services. It investigates the relationship between service quality dimensions and customer loyalty. To achieve this purpose, data was collected from a sample of 384 current customers of commercial banks on the five dimensions of service delivery: tangibility, reliability, responsiveness, assurance and empathy. The results indicate that all the dimensions of service quality have a positive and significant influence on customer loyalty in retail banking .This finding reinforces the need for bank managers to place an emphasis on the underlying dimensions of service quality in order to create and maintain customer loyalty

Keywords: Assurance, Customer loyalty, Empathy, Reliability, Responsiveness, Service Quality, Tangibility

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