Service Quality and Customer Patronage of United Bank for Africa (Uba) Plc, Aka Road, Uyo, Akwa Ibom State, Nigeria

  • Udoka I. Francis Department of Marketing, Akwa Ibom State University's Faculty of Management Sciences P.M. B. 1167, Uyo, Obio Akpa Campus, Oruk Anam L.G.A., Akwa Ibom State, Nigeria
  • Okokon B. Attih Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University, P.M. B. 1167, Uyo, Obio Akpa Campus, Oruk Anam L.G.A., Akwa Ibom State, Nigeria
  • Imoh C. Uford Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University, P.M. B. 1167, Uyo, Obio Akpa Campus, Oruk Anam L.G.A., Akwa Ibom State, Nigeria
Keywords: Service Quality, Customer Patronage, Service Accessibility, Service Empathy, Service Consistency, Service Personalization.

Abstract

The study looked at customer dissatisfaction, service delivery delays, and declining customer patronage at United Bank for Africa (UBA) Plc, Aka Road, Uyo, Akwa Ibom State, Nigeria, as a result of service quality gaps.   This study examined the relationship between excellent customer service and customer loyalty.   This analysis is based on relationship marketing theory and the SERVQUAL model.   Data was gathered using a descriptive survey research approach with a convenience sample size of 398 respondents. To gather the primary data, the respondents were given a standardized questionnaire to fill out. To evaluate the hypotheses, the study's data were analyzed using tables, percentages, frequencies, and Pearson Product-Moment Correlation.  Service accessibility (correlation(r) = 0.877), service empathy (correlation(r) = 0.746), service consistency (correlation(r) = 0.652), and service personalization (correlation(r) = 0.768) were all significantly positively connected with customer patronage of UBA Plc., Uyo, Akwa Ibom State, Nigeria, according to the results.   It was recommended, among other things, that United Bank for Africa (UBA) invest in improving its mobile and internet banking systems in light of these findings so that customers can easily access financial services from anywhere.    The importance of service quality in growing the banking industry's clientele is emphasized in the report's conclusion.

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Published
2025-05-25
How to Cite
Francis, U. I., B. Attih, O., & C. Uford, I. (2025). Service Quality and Customer Patronage of United Bank for Africa (Uba) Plc, Aka Road, Uyo, Akwa Ibom State, Nigeria. Central Asian Journal of Innovations on Tourism Management and Finance, 6(3), 826-837. https://doi.org/10.51699/cajitmf.v6i3.930
Section
Articles