Authors: ABDULKARIM, Musa Abubakar, ABUBAKAR, Kabiru
Abstract
This study examines agency banking services' effects on customer satisfaction. Banks have been aggressive in fulfilling their financial objectives and remaining competitive in the market via service expansion and seeking to create a leading role in the financial sector, among other strategies such as mobile banking and agency banking, in order to widen their market and financial services closer to their customers. Despite these worthwhile efforts, the usage of agency has been found to be significantly important where customers are satisfied with the services. A sample of 207 was determined from the target population of 452 customers using Kriejcie and Morgan's (1970) model for determining sample size, and a proportionate stratified random sampling technique was used to select the sample. A five-Likert scale questionnaire was administered to collect data from the respondents. Data collected was analyzed using descriptive statistics and Pearson moment correlation using SPSS. The findings of the study revealed that accessibility of reliable products, customer service delivery, and service convenience significantly influence customer satisfaction with the existing services given by the existing agents. The dimensions used to measure agency banking in the study, Accessibility of Reliable Products, Customer Service Delivery, and Service convenience, show a strong and significant effect on customer satisfaction. Based on the study findings, it was recommended that an awareness creation campaign be conducted for the customers, showing them the easiness, no transport cost, and close proximity to where they live, and training to be given to the agents for immediate improvement.
Keywords: Agency banking; Accessibility of Reliable Products, Customer Service Delivery, Service Convenience and Customer Satisfaction