Effective customer service: A tool for client retention among stock broking firms in Nigeria

Abstract

The paper examines the various customer retention measurement metrics and constructs, using concepts of customer service, customer satisfaction, behavioral intention and employee satisfaction. Pearson product moment correlation coefficient, t and F statistics were used to test the hypotheses formulated based on information received from 164 respondents (clients) patronizing four Stock broking firms in Cross River State, Nigeria. Simple percentages were also used to analyze the socioeconomic characteristics of respondents tabulated in a bivariant frequency table. All the tested hypotheses in the research are supported. The paper identifies good customer service as imperative to client retention and organizational profitability.