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    The link between service quality and customer-brand relationships in the Nigerian consumer banking sector
    (İstanbul Gedik Üniversitesi, 2022) Ikpeamanam, Emmanuel Uzor; Toptaş, Metin
    Purpose - This study is proposed to determine the link between retail (aka customer) banking service quality and customer-brand relationship quality in the Nigerian retail banking sector. Design/methodology/approach - A total of 257 samples were collected to determine the relationships between the Retail Banking Service Quality (RBSQ) model and Customer-Brand Relationship Quality (CBRQ) and each sub-dimension. The dimension of the service quality variable, namely physical quality, reliability, personal interaction, problem solving and policy, is based on the studies of (Dobbolkar et al., 1996). Customer-brand Relationships. The dimension of the quality variable is passion, self-concept connection, inter-behavioral dependence, intimacy, satisfaction/relationship quality and customer loyalty (Breivik & Thorbjemsen, 2008). The data collection method was an online survey via Google, and the data collection tool is a questionnaire consisting of 58 questions on a 5-point Likert type scale. In the analysis of the data, SPSS was used for descriptive statistics, factor, reliability and correlation analyses. Findings – Findings showed that there are positive relationships between the Retail Banking Service Quality (RBSQ) model and Customer-Brand Relationship Quality (CBRQ) within the Nigerian retail banking sector. Practical implications/limitations – The results shed light on how retail banks with poor customer relationships in Nigeria can rely on service quality to improve Customer-brand Relationship Quality in terms of passion, affinity and loyalty to the bank. Regarding the limitations, the relatively small number of samples can be considered the most important limitation of the study. Quality/value- Base on the researcher's literature review, there was no other research focusing on how retail banking service quality may contribute to Customer-brand Relationships Quality in the scope of Nigeria.