APOLOGY AND CUSTOMER PATRONAGE OF DEPOSIT MONEY BANKS IN SOUTH EAST OF NIGERIA
Abstract
This study examines the effect of apology on customer patronage of Deposit Money Banks in South East of Nigeria. The study was conducted using a quantitative survey research design. The population of this study comprised staff of 5 Deposit Money Banks across three (3) South East States of Nigeria. Using Taro Yamane’s equation, a sample size of 285 respondents was used for the study. All data obtained from the respondents were analysed using descriptive statistics and inferential statistics. Test of hypotheses was done with simple linear regression model. were used to test the hypotheses. The study found that apology was a positive and significant factor affecting customer retention and customer loyalty of Deposit Money Banks in South East, Nigeria. The study thus concluded that Deposit Money Banks in South East, Nigeria use apology to improve their overall marketing performance. It was recommended that an apology should be a mandatory first step in the recovery process. The bank managers should train employees on how to deliver a sincere and empathetic apology that acknowledges the customer’s frustration and the bank’s role in the service failure. The apology should be delivered as soon as the failure is identified, ideally the employee who is first made aware of the problem.
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Published in BUSINESS AND FINANCE JOURNAL
ISSN: 988-47878
This article appears in our peer-reviewed academic journal
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