Abstract:
The study examined the cennection the connection between product awareness, customer retention and loyalty in Nigeria. Primary sources were used to gather information from the target participants through a questionnaire. Multistage sampling was used and descriptive analysis, reliability test, factor analysis, correlation test and regression analysis were used as the estimation techniques. The study found that connection between customer retention and customer satisfaction was positive and significant, customer retention and product awareness positive but no significant, customer retention and customer loyalty was positive with low significance, customer retention and positive word of mouth was positive and significant. Also, a positive and significant relationship exists between the positive word of mouth and customer retention, product awareness showed a negative and insignificance connection exists with customer retention, customer satisfaction showed a positive impact on customer retention with much significance. It was concluded that the more efficient a bank service is, the more its loyalty and retention of the customer and intention to open a bank account is based on the bank personality and perceived value and product awareness do not really increase customer loyalty. It was further concluded from the findings that the connection between customer retention and customer satisfaction was positive and significant, customer retention and product awareness positive but no significant.
