This study reveals how commitment and responsiveness influence customer retention at UBA, suggesting practical strategies for Nigerian banks.
The banking industry in Nigeria faces increasing competition, making customer retention a critical success factor. Relationship marketing offers a strategic approach for building and sustaining profitable relationships with customers. This study explores how key relationship marketing variables like commitment, trust, communication, empathy, and responsiveness affect customer retention in United Bank for Africa (UBA), Enugu. A structured questionnaire was administered to 250 UBA customers using a convenience snowball sampling method. Data were analyzed with Pearson’s correlation in SPSS. Results revealed that all five variables significantly influenced customer retention, with responsiveness showing the strongest correlation. The findings suggest that Nigerian banks can improve retention by focusing on responsive service and trust-driven relationships
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Prisca Chiamaka Obioha (2025) studied this question.
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