Multidisciplinary Journal of Science and Technology

Impact of customer support and customer technology adoption on Customers Loyalty in the Nigerian Banking Industry

Lawan Garba

Dept. of Accounting and Finance, Faculty of Management Sciences, Abubakar Tafawa Balewa University Bauchi – Nigeria

Keywords: Customer Support; Customer Technology Adoption; Customers Loyalty; Banking Industry; Nigeria.

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Abstract

The study examined impact of customer support and customer technology adoption on customer’s loyalty in the Nigerian banking industry. Its aim was to assess the level of relationship between customer support and customer technology adoption and customer loyalty in the Nigerian banking industry. In line with the objective of the study, two null hypotheses were formulated to guide the research. The theoretical foundation of the study was based on Rogers innovation diffusion theory and technology acceptance model (TAM) theories. The study adopted cross-sectional survey research design. The population size was drawn from the customers of eight (8) banks with international authorization in Bauchi State, Nigeria. A sample size of 384 customers was obtained using Krejcie and Morgan (1970) formula. A convenience sampling technique was further utilized in picking the respondents. A questionnaire of five point likert scale was used in data collection. Data were analyzed using descriptive and inferential statistics via Statistical Package for Social Science (SPSS) version 23.0, while multiple regression coefficients were employed in testing the hypotheses formulated for the study. All the null hypotheses were rejected. The research therefore revealed that; a significant relationship exist between customer support and customer loyalty in the Nigerian banking industry, as well that there is a significant relationship exist between customer technology adoption and customer loyalty in the Nigerian banking industry. It was concluded that customer support and customer technology adoption have help to improved customer loyalty in the Nigerian banking industry. It was therefore recommended amongst others that, banking industry should develop their technology by making it more interactive, online banking should be made easier for customers to make use of, and that more awareness should be given to customers on the need for e-banking.

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