Title: Improving Customer Retention through Service Quality Dimensions in Nigeria's Airline Industry
Authors: Moruku, R.K., Onyenanu Conleth Okechukwu, Stanley Akpevwe Onobrakpeya
Volume: 9
Issue: 1
Pages: 32-44
Publication Date: 2025/01/28
Abstract:
The study investigated the effect of service quality on customer retention within Nigeria's airline industry. The chosen research design for this study is the cross-sectional survey research design. The population of the study consists of customers of airline companies in Delta State, Nigeria. The Cochran's formula was used to calculate the sample size of 384 participants. The study utilized the judgmental sampling technique. The primary data for this study was collected using a structured questionnaire with a five-point Likert scale response format. Content validity and test retest reliability were used to test the research instrument for relevance. The acquired data were analyzed using descriptive and inferential statistical methods to arrive at a conclusion. The study's findings demonstrate that service reliability (? = 0.202, p < 0.05), service responsiveness (? = 0.130, p < 0.05), and service assurance (? = 0.723, p < 0.05) positively impact customer retention. The study concluded that companies aiming to enhance customer retention focus particularly on improving service reliability and assurance. These two dimensions have demonstrated the strongest influence on customer retention. By prioritizing these aspects, companies can build stronger relationships with their customers, thereby enhancing loyalty and reducing churn rates. The study recommended that organizations should focus on building confidence in their services by ensuring that their employees are well-trained and knowledgeable, which can lead to higher customer satisfaction and loyalty.