IMPACT OF CUSTOMER SATISFACTION AND CUSTOMER RETENTION ON CUSTOMER LOYALTY: A CASE STUDY OF ENTERPRISE BANK IN OYO

This paper examined the impact of customer satisfaction and customer retention on customer loyalty. The objectives were: to determine the relationship between customer satisfaction and customer loyalty, to determine if there is any relationship between customer retention and customer loyalty, to examine the impact of customer satisfaction and customer retention on customer loyalty, and to examine the relationship between customer satisfaction and customer retention on customer loyalty. Survey research design was adopted for this study. Primary and secondary sources of data were used. The primary data include a structured questionnaire used to elicit information from the target respondents who were customers of Enterprise Bank Oyo while the secondary data encompass the use, related materials, journals or periodicals,. Multiple regression analysis and t-test were used to test the hypotheses The findings show the importance of customer satisfaction (β=.845, P<.01) and customer retention (β=.250, P<.01) on customer loyalty. There is significant relationship between customer retention and customer loyalty ( r=.520**, N +107, P<.01). A shift in customer retention will cause a 52% shift in customer loyalty. There is also a significant relationship between customer satisfaction and customer loyalty (r = .617 ** , N= 107, P < .01). The implication of this result is that a 1% shift in customer satisfaction will cause a 61.7% shift in customer loyalty. More so, the linear combination of Customer satisfaction and customer retention on customer loyalty was significant. F = 33.500; R = .626, R 2 = .392, Adj. R 2 = .380; P <. 01). It was concluded that a 1% shift in customer satisfaction will cause a 61.7% shift in customer loyalty. Also there is a significant relationship between customer satisfaction and customer loyalty. More so, a 1% shift in customer retention will cause a 52.0% shift in customer loyalty. To this end, the study concluded that customer loyalty is a function of customer satisfaction and customer retention.