Evaluating the Impact of Customer Engagement on Customer Retention for Sustainable Bank Operations.

Abstract:

Purpose The study conducted a comprehensive analysis to determine the influence of customer engagement on customer retention at Guaranty Trust Bank Plc, centering on the Asaba region in Delta State, Nigeria. Method This research employed a cross-sectional survey methodology and utilized a questionnaire as the primary data collection tool, drawing responses from a total of 417 participants, consisting of both bank staff and customers. The collected data was subjected to rigorous validation and reliability testing. The research utilized inferential statistics, including the Sampled Paired Test and Cronbach Alpha, with the aid of SPSS version 25, to evaluate the hypotheses Result The results uncovered significant positive impacts of various forms of customer engagement on different aspects of customer behavior. Limitation This study was limited to only Guaranty Trust Bank plc in Asaba, Delta state Nigeria, and also exploring within the content scope of customer engagement and retention. Contributions The study has contributed to wealth of knowledge in theory and practices, and it has also giving an insight on why commercial banks in Nigeria should hold firmly on the strategies of customer engagements.