An Analysis of Communication, Conflict Handling and Customer Patronage: A Study of United Bank for Africa (UBA) Nigeria PLC

Abstract

The banking sector has been identified as an industry where relationship marketing is crucial for customer retention and satisfaction. This study sought to investigate the relationship between communication, conflict handling, and customer patronage in UBA Nigeria PLC. A descriptive survey research design was adopted, with a sample size of 300 customers from UBA branches in Ogun State, Nigeria and 293 valid responses were considered for analysis. Data was collected through a structured questionnaire and analyzed using descriptive and inferential statistics. The results indicated that both communication and conflict handling have significant positive impacts on customer patronage in UBA branches. These findings highlight the importance of effective communication and conflict handling strategies in fostering customer loyalty and satisfaction. The results also suggest that UBA Nigeria PLC can enhance customer patronage by investing in communication and conflict handling programs. This study contributes to the existing literature on relationship marketing in the banking sector and provides practical insights for banking institutions seeking to improve customer satisfaction and loyalty.