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1.1 Background to the Study
The growing sophistication of consumer needs and wants amidst fierce
competition in the banking sector in Nigeria has made it inevitable for
customers to continually look out for service providers that could address and
satisfy their needs. It is believed that the goal of every organization is to meet
the needs and the requirements of its stakeholders. Meeting the needs and the
requirements of the stakeholders will not only ensure the survival of the
organization but also allow it to flourish.
Customers are presumed to be one of the most important stakeholders in any
organization because without them, organizations are not likely to succeed
(Babatunde & Olukemi 2012). However, with the development in Information,
and Communication Technology (ICT) customers are faced with myriad of
choices, in making selections between service providers. In the same vein
Oliver (1997) observed that it is not unusual for a customer to make
comparison between differences in perceived expectation and perceived
performance which is known as disconfirmation. As a result customer attrition
sets in, in which customers may be engaged in switching back and forth
between product and service offering in a bid to get quality services that satisfy
their needs and wants.
Satisfaction is a person‟s expression of pleasure or disappointment resulting
from comparing a service outcome in relation to the expectations (Schiff Iman
& Kanuk 2007). Hence, it implies that if performance falls below expectation,
the customer is dissatisfied. Where the performance matches the expectations,
the customer is satisfied. Peradventure the performance exceeds expectations;
the customer is highly satisfied or delighted. In other words, satisfaction is a
subjective concept based on the customer‟s evaluation of what he or she needs
or wants during an interaction process with a bank.
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