EFFECT OF COMPLAINTS' HANDLING ON CUSTOMER LOYALTY IN BETTING FIRMS IN ANAMBRA STATE, NIGERIA

Abstract

This study examines the effect of complaints' handling on customer loyalty in betting firms in Anambra State, Nigeria. The research questions are: to what extent does complaining accessibility affect customer loyalty in betting firms in Anambra State, Nigeria? To What degree does customer’s complaints handling practices affect customer loyalty in betting firms in Anambra State, Nigeria? To What extent does customer compensation policy affect customer loyalty in betting firms in Anambra State, Nigeria? The study adopted survey design. The study was carried out in Anambra State, Nigeria. The targeted population of the study was not known, as such, the sample size comprised 368 all the customers of the betting firms determined with the aid of Topman’s non-parametric sample size. Face validity approach was adopted. Test re-test and Cronbach Alpha method was adopted to estimate the internal consistency coefficient of the questionnaire. The analysis of data was performed using statistical package for the social sciences, (SPSS). The study made use of multiple regression analysis tests for hypotheses. The study revealed that complaining accessibility has a significant effect on customer loyalty in betting firms, customer's complaints handling practices has a significant effect on customer loyalty in betting firms and customer compensation policy has a significant effect on customer loyalty in betting firms in Anambra State, Nigeria. The study concluded that complaints' handling has a significant positive effect on customer loyalty in betting firms in Anambra State. The study recommended that betting firms need to encourage customer's complaints handling practices to improve customer loyalty in betting firms. Managers in betting firms must ensure that customer compensation policy are addressed with top most priority and create organizational attitude that recognizes customer compensation as opportunities to encourage customer loyalty in betting firms and betting firms should initiate effective and flexible complaining accessibility strategies that will give timely response to customers’ complaints that will improved customer loyalty.