International Journal of Sub-Saharan African Research (IJSSAR)

Background: Effective customer relations are essential to customer satisfaction and service delivery in the banking industry. However, differences in institutional structures, communication practices, and service delivery approaches may influence how customers experience banking services. Understanding these dynamics is particularly important in comparing conventional and non-interest banking institutions in Nigeria.
Objective: This study examined the influence of customer relations strategies on satisfaction with banking services among customers of First Bank of Nigeria Plc and Jaiz Bank Plc in Abuja, Nigeria.
Method: The study adopted a cross-sectional mixed-methods research design integrating quantitative and qualitative approaches. Six branches of the two banks were purposively selected, while convenience sampling was used to recruit participants. The study involved 1,150 respondents comprising bank staff and customers. Data were collected using two structured questionnaires and focus group discussions. Quantitative data were analysed using the Statistical Package for the Social Sciences (SPSS), version 20.0, while qualitative data were subjected to narrative analysis.
Result: The findings indicated a statistically significant relationship between customer relations practices and service delivery in the two banks. The institutions employed various strategies, including loyalty programmes, relationship management tools, personalised communication, and digital service channels. However, differences were observed in the operational capacity and effectiveness of their public relations departments. Resource constraints and implementation challenges also affected the execution of customer relations strategies.
Conclusion: The findings suggest that customer relations practices are important to service delivery in the two banks. Strengthening communication, improving customer engagement, and addressing operational constraints may contribute to better service experiences and greater customer satisfaction.
Unique Contribution: By examining customer relations strategies in a conventional bank and a non-interest bank within the same geographical setting, the study provides a comparative perspective on customer engagement and service delivery in Nigeria’s banking sector. It also highlights the relevance of institutional capacity and strategy implementation in understanding differences in banking service experiences.
Key Recommendation: Both banks should strengthen staff capacity through continuous training in communication, emotional intelligence, and conflict resolution, while investing in appropriate digital technologies and effective customer feedback mechanisms to improve service responsiveness and customer satisfaction.