An Empirical Evaluation of the Influence of Customer Service and Gender on Satisfaction Among Bank Customers in Ile-Ife

A. A. Akanni, Z. O. Olonade, N. I. Iduma

Abstract


This paper examined the influence of customer care services on customer satisfaction among undergraduates in selected banks in Obafemi Awolowo University, Ile-Ife. It ascertained the significance of gender on customer satisfaction. Primary data were used for the study. The data was collected through a self-designed questionnaire which was administered on a sample size of 200 students consisting of 116 males and 84 females. Data collected was subjected to statistical analysis using Pearson Moment correlation and Chi-square tests. Results showed a significant relationship between customer services and customer satisfaction [r (198) = 0.448; P < 0.001]. Also a significant difference between gender and customer satisfaction [c2 (5.120) = 0.024 < 0.05] was found. The study concluded that customer services determined the level of customer satisfaction. However, gender was also found to moderate customer’s satisfaction. The study suggested that more efforts are required on the parts of both the managements of the banks as well as their customer services employees to improve their services so that more satisfaction could be derived.


Keywords


Pearson Moment; customer satisfaction; Chi-square test; customer services

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References


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DOI: http://dx.doi.org/10.3968/4453

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