Application of SERVQUAL Model Toward Achieving Customer Satisfaction in some selected Deposit Money Banks in Borno and Yobe States.

Abstract

Abstract

This study attempts to determine the Application of SERQUAL Model Toward Achieving Customer Satisfaction in some selected Deposit Money Banks in Borno and Yobe States. The study adopted the quantitative research through the use of a structured questionnaire, where self-administered questionnaire were administered to respondents in order examine the dimensions associated with the SERVQUAL model (i.e tangibility, reliability, responsiveness, assurance and empathy), using a five point liker scale to measure the data obtained. Using the Krejcie and Morgan (1970) formulae, 382 was selected as the simple size from the population of 54,186, similarly, in Yobe State 380 was selected as the sample size from a population of 32,610. The Cronbach Alpha 70% (0.70%) formulae was used to test the reliability, in addition to the use of Statistical Package for Statistics for the data analysis. The findings indicated that reliability, responsiveness, empathy tangibility and assurance have significant impact and correlate positively and significant customer satisfaction. The study therefore, recommended that banks should maintain the use of the service quality dimensions used.

Keywords: Banks, Customer Satisfaction, Service Quality, SERVQUAL Model.