Assessment of Customers’ Satisfaction Management in Selected Commercial Banking Industry in Kaduna State Metropolis

Abstract

Customer satisfaction has been regarded as a key to business strategy of every organization and a benchmark against which many commercial banks have set their standard.  The Banking system in Nigeria was designed to provide simple, quick, easily accessible and flexible financial solution to meet the needs of the shareholder and borrowers in the Nigerian financial system. Lack of customer satisfaction in the banking industry would have problems on the resources of any kind, profits, and consequently, lack market niches that enable them compete in a chaotic environment. Therefore, the objective of this study is to assess customers’ satisfaction in selected commercial banking industry in Kaduna State Metropolis.The data for the study was obtained using a structured questionnaire administered on a sample of two hundred (200) customers from five (5) banks namely: Access Bank, Diamond Bank, Guarantee Trust Bank, Wema Bank and First Bank. The data was subjected to percentage (%) analysis and the Chi-square to test the hypotheses respectively. The result signifies that the customer satisfaction has positive significant effect on the Nigerian banking industry. The study recommends that Banks should seek to develop strategies that boost positive behavioral responses in terms of satisfaction decision and forbid pessimistic ones. In addition, all the factors influencing customer satisfaction recognized in the study should continuously be assessed and improve.