Abstract

This paper examined the effect of customer satisfaction on customer retention. The objectives were: to determine the relationship between customer satisfaction and customer retention, and to examine the effect of customer satisfaction on customer retention. Survey research design was adopted for this study. Primary and secondary sources of data were used.

The primary data includes a structured questionnaire used to elicit information from the target respondents who were customers of the BICEC Bank Buea while the secondary data encompass the use of related materials, journals and periodicals. Anova and t-statistics were used to test the hypothesis while regression analysis was used to analyze the data.

The findings show the R2 value of 0.717 which reveals that customer satisfaction independently accounts for 71.7% of the variation in customer retention. The f-statistics of 41.173 reveals that the model is statistically significant at 0.05 significant level. It was concluded that the effective satisfaction of customers will give room for customer retention. More so, there is a significant relationship between customer satisfaction and customer retention.

CHAPTER ONE

INTRODUCTION

 1.1. Background of study

It is an obvious fact that every organization tends to move to a position where customer satisfaction is given a favourable consideration. In other words, customer satisfaction is a construct that must be met optimally for efficient and effective achievement of stated objectives, and for smooth continuation of business. Customer satisfaction is an integral part of organizational objectives that must be fulfilled for an organization to maintain its customers.

These are valuable asset that must be properly kept satisfied. The existence of any business oriented organization is the performance of business activities that will flow from the organization to identified target customers through the provision of need satisfying packages in order to satisfy the needs of the customers, and achieve the stated objectives set by the organization.

The satisfaction of the needs of the respective customers thereby gives room for an opportunity to retain the customer and create customer loyalty for continuous patronage. In a similar manner, customer retention is a strong indicator of organizational objectives. The level of customer retention dictates to some extent the level of achievement of organizational, objectives.

In other words, if customers fail to patronize or repeat the purchase of the products of the organization, definitely sales and profitability of the organization will drop which will adversely affects the entire performance of the firm. In a nut shell, the degree at which organization retain their customers depends to a large extent the degree of satisfaction derived from the products of the organizations.

The importance of customer satisfaction in today’s dynamic corporate environment is obvious as it greatly influences customers repurchase intentions whereas dissatisfaction has been seen as a primary factor for customers’ intention to switch (Faiza et al 2001). It is therefore obvious for business organization to create and maintain favourable relationship with their customers in order to not only give room for repeat purchase but also create room for customer retention.

When there is a favourable relationship between the organization and the customers, customers tend to repeat purchase and continue patronizing the organization, thereby telling their favourable experiences with other members of the society which can have positive effect on the organization. More so, dissatisfied customers are more likely to tell people about their unfortunate experiences which will negatively affect the performance of the organization.

In other to achieve customer satisfaction, organization must be able to build and maintain long lasting relationship with customers through satisfying various customers’ needs and demand which resultantly motivates them to continue to do business with the organization on on-going basis. (La Barbera and Mazursky, 1983).

Ibojo (2014) was of the view that, for an organization to constantly retain its numerous customers in this competitive global village, there is the need to strategically constantly satisfying the needs of the customers. He was of the opinion that a satisfied and retained customer will give room for repeat purchase while unsatisfied customer may decide to switch to other brands or competitive brands of other organizations.

Customer satisfaction is an integral part of business objectives of any organization irrespective of the nature of the organization and however, more pronounced in business oriented organizations can be achieved through understanding the needs of the target market and the provision of needs satisfying packages in meeting and satisfying these needs at a greater extent, thus, building and maintaining long lasting and favourable relationship with the target market.

The need to create and maintain customer satisfaction has been emphasized by researchers and academicians. This is because the realization of other business objectives leans on the level and degree of satisfaction received by the target market. This is the reason why organizations are focusing on customer satisfaction and customers‟ retention. Customer satisfaction is the foundation for any organization to retain its existing customers (Khan, 2002). He was of the opinion that customers who are satisfied are likely to have positive relationship with the organization.

It is therefore necessary for organizations to make sure that all activities tend to the satisfaction of their customers. This will create a path way for customers to see the possibility of integrating their loyalty with the organization, taken into cognizance continued purchasing and repurchasing of the organization’s products.

1.2. Problem statement

Most commercial banking in Cameroon may be characterized by slow services, lack of specialization. The transaction of even the most routine business invariable involved a long period of waiting. In some cases, the waiting is in overcrowded and poorly-ventilated hall without confortable seating arrangements.

There could also be the problem of lack of awareness by the customers, especially in the rural areas, or outright ignorance of new inventions in the modern banking services. Not all customers are educated and some of the new updates or invention is rather difficult for them to adapt e.g. the invention or introduction of electronic banking.

The problem of increasing level of customer’s dissatisfaction portends danger for the Cameroon banking industry. Also the customer service of most commercial banks are very poor, which most at times drive customer away for example shouting at their customer for the least mistakes. The recent pandemic has also created a barrier between the customers and the management since both parties are afraid of contacting the virus.

Customer’s dissatisfaction reduces patronage, increases consumerism and consequently leads to reduction in profits and overall performance of the banking industry. Many banks have the problem of meeting the obligations of their customers and consequently some banks might lose the confidence of their customers.

It is this problem that led to customer satisfaction by banks in Cameroon to reverse the situation. Finally, several research have been carried out on the influence of marketing customers satisfaction, and customers retention but not even a single research has been carried out on the impact of customers satisfaction strategies on customer retention in BICEC Bank Buea.

1.2.1 Research Questions

1. What are the different strategies used in customer satisfaction and retention in BICEC Bank Cameroon?
2. What is the extent to which customer satisfaction affects customer retention in BICEC Bank Buea?
3. What are the factors affecting customer satisfaction and retention in BICEC Bank Buea?

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