JOSHUA Blessing NWULU Chinyere Stella
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria
Abstract
This study examined the correlation between service reliability and patronage of agency banking service providers in Rivers State. This study was anchored Theory of Reasoned Action. The study adopted a quantitative research approach and an explanatory research design. The population of the study comprised Agency Banking Service Providers in Rivers State. This population is infinite. Hence, the Krejcie and Morgan Table for sample size determination was used to determine 384 agency banking service providers as the sample size. Primary data was collected using questionnaire. The data were analyzed using tables, simple percentages, mean score rating, standard deviation, while the hypotheses were tested using Pearson Product Moment Correlation. The study revealed a positive and statistically significant correlation between service reliability and patronage of agency banking service providers in Rivers State. Thus, the study concluded that service reliability significantly influence patronage of agency banking service providers in Rivers State; and recommends that the agency banking service providers in Rivers State should provide reliable services that are error-free to improve their patronage.
Keywords: customer retention, patronage, profit level, sales volume, service reliability.