MEDIATING EFFECT OF CUSTOMER SATISFACTION ON COMMUNICATION, COMMITMENT AND CUSTOMER LOYALTY IN JAIZ BANK KANO STATE, NIGERIA

Abstract

The objective of the study is to determine the effect of communication and commitment mediated
with customers’ satisfaction on customer loyalty in Jaiz Bank.Cross-sectional survey research on
439 customers of Jaiz bankwere selected using survey sampling technique method. Descriptive
and inferential statistics were employed to analyze the data and test the hypotheses using Partial
least squares structural equation modeling (PLS SEM). The finding of the survey revealed that
communication and commitment mediated with customer satisfaction have significant and
positive effect on customer’s loyalty among Jaiz Bank customers. The outcome of this study
provides vital information on the effect of trust, communication mediating customers’
satisfaction dimensions on customer’s loyalty in Jaiz Bank. The study recommended that Jaiz
bank should try to improving on the level of communication, where customers must be given
special attention, flexible in serving the customers’ needs and offer a reduced percentage rate
for the existing customers.