1Oladipo, G. T. (Ph.D.)
2Omolekan, O. J. (Ph.D.)
3Ishola, J.A. (Ph.D.)
&
4Akinsanya, D. O.
1&2Department of Business Administration,
Faculty of Management Sciences,
University of Ilorin, Kwara, Nigeria. || o.omolekan@gmail.com
3Department of Business Administration,
Faculty of Management Sciences,
Thomas Adewumi University, Oko, Kwara State, Nigeria.
4PhD. Student, Department of Business Administration,
Faculty of Management Sciences,
University of Lagos, Lagos, Nigeria.
Email: omololakin5@gmail.com
Abstract
Customer support plays a pivotal role in shaping customer satisfaction within the Nigerian banking sector, where service quality is a key differentiator in a highly competitive environment. This study empirically examines the relationship between customer support indices, including issue resolution, instant feedback, and service inquiries, and their impact on customer satisfaction among deposit money bank customers in Nigeria. Using a quantitative research design, data were collected through structured questionnaires administered to a representative sample of bank customers across major Nigerian cities. Descriptive and inferential statistics of partial least squares structural equation model (PLS-SEM) were employed to evaluate the impact of the identified support variables on overall satisfaction levels. Findings reveal that issue resolution significantly influences customer satisfaction, as timely and effective handling of complaints fosters trust and loyalty. Instant feedback emerged as a critical factor, with customers valuing prompt responses that enhance their perception of service reliability. Similarly, service inquiries were found to contribute positively to satisfaction, as clear and accessible information reduces uncertainty and improves customer experience. The study concludes that strengthening these dimensions of customer support can substantially improve satisfaction outcomes, thereby enhancing customer retention and competitive advantage for Nigerian deposit money banks. Recommendations include investment in digital support platforms, staff training for efficient resolution processes, and proactive communication strategies to address customer needs.
Keywords: Customer satisfaction, Customer support, Instant feedback, Issue resolution, Service inquiries
