SERVICE QUALITY AND CUSTOMER SATISFACTION IN BANKING INDUSTRY DURING CASHLESS POLICY IN BIDA LOCAL GOVERNMENT

Today, a variety of market participants use service quality as a crucial tool to help them establish themselves in the market effectively. Additionally, a happy client is likely to remain a devoted one and return to the bank. However, this study examined the impact of customer satisfaction on service quality in the Nigerian banking sector. Data was sourced through the questionnaires distributed to 250 customers of the deposit money banks in Bida local government. Fifty (50) customers from each of the five locations of these money deposit banks were purposely chosen to constitute the sample size of the study. The techniques employed for data analysis include descriptive statistics, correlation, and multiple regression analysis. The study's finding shows that tangibility and assurance were significantly negative on customer satisfaction. However, reliability was insignificantly negative on customer satisfaction. Furthermore, responsiveness and empathy had positive effect but significantly and insignificantly on customer satisfaction respectively. The study concludes that service quality is an important factor and a driving force behind customer satisfaction. The study recommends that the management should continue to enhance quality services so as to satisfy their customers.