ABSTRACT
Managers’ quest for loyal customers is predicated upon the pivotal roles of customers in determining firms’ survival. This paper sought to investigate the forces that compel customers to remain loyal to service providers. Extant literature reveals that a customer is loyal to the extent that they continue to purchase the same product even in the midst of more attractive options. The descriptive survey research design was adopted for this study. The population of the study consist of the entire banking population in Makurdi, Benue state Nigeria. Three hundred and twenty customers of First Bank were conveniently selected. Accidental sampling technique was employed in data collection. A structured questionnaire was administered to the respondents within the bank premises. The collected data were analysed with simple percentage and Ordinary Least Square regression method was also used to test the formulated hypotheses at 5 % level of significance with the aid of STATA software The study revealed that customers satisfaction and customers trust has significant relationship with customers loyalty as well as can account for 67% of the factors that determines customers loyalty. The paper recommends that bank managers should strengthen those forces that endears customers to their banks. This would enable bank operators achieve the objectives of withstanding competition in addition to understanding and mastery the drivers of customer loyalty.
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