The study examines the effect of customer satisfaction strategy on customer retention in  First Bank. Out of the total population of 138, 70 persons were selected as the sample size. To determine the sample size the simple random sampling technique was used. Questionnaire design by the researcher in five likert scale constitute the research instrument. The mean scores was used to analyze data. The analysis indicates that First bank Nigerian plc customer retention program are design to offer unique and distinctive products as well as excellent services that will enhance customer satisfaction. As such it was recommended that Complete “paradigm shift” in managerial thinking, in terms of service quality delivery through continuous education and training of staff in field such as customer satisfaction and customer.

Title page

Declaration

Certification

Approval

Dedication

Acknowledgment

 Table of Contents

Abstract

CHAPTER ONE: 

INTRODUCTION

1.1Background to the Study

1.2Statement of the Problem

1.3Objective of the Study

1.4Research Questions

1.5Statement of Research Hypotheses

1.6Significance of the Study

1.7Scope of the Study

CHAPTER TWO: 

LITERATURE REVIEW AND THEORITICAL FRAMEWORK

2.1Introduction

2.2Concept of Customer Retention

2.3Customer Retention Strategies

2.4Customer Retention Theory of Efficient Service Delivery and Customer’s Value

2.5Customer Retention Strategies in Banking Industry

2.6Customer Retention and Creation of Customer Loyalty

2.7Competitive Advantage through Customer Satisfaction Strategy

CHAPTER THREE: 

RESEARCH METHODOLOGY

3.1Introduction

3.2Population and Sampling Technique of the Study

3.3Source of Data Collection

3.4Method of Data Collection

3.5Method of Data Analysis

3.6     Summary    

CHAPTER FOUR: 

DATA PRESENTATION AND ANALYSIS

4.1Introduction

4.2Respondent Characteristics

4.3Data Presentation and Analysis

4.4Test of Hypotheses

4.5Summary of Findings

CHAPTER FIVE: 

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1Summary of the Study

5.2Conclusion

5.3Recommendations

Bibliography

Appendixes