Role of Ethical Products in Enhancing Customer’s Satisfaction: An Assessments of Yobe Microfinance Products and Services in Nigeria

Abstract

This study investigates customer satisfaction based on ethical products and services developed by Yobe Microfinance and customers' accessibility to banking services at ease and affordable access to funds. The research adopted a qualitative approach using a random sample through a survey questionnaire. The data was collected from Yobe Microfinance customers in Northern Nigeria who benefitted from the fund. The study used Structural Equation Modelling, the sample size was determined based on available customers. A total of 360 respondents completed the survey, using a Likert scale ranging from a strongly disagree of 1 to 5 strongly agree, using Structural Equation Modeling and Statistical Package for Social Science software to analyze and test reliability and validity to provide richness and accuracy of information from respondents from various perspectives. The finding indicates the positive relationship between ethical banking products and customer satisfaction. The research provided insights and developed a model that indicates the relationship between ethical products and customer satisfaction through service quality.