African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4131

Full Length Research Paper

Effective customer service: A tool for client retention among stock broking firms in Nigeria

Bassey, Nsikan Edet*, Okon, Ubokudom Etim and Umorok, Umo Etesin
Cashcraft Asset Management Limited, 35 Bedwell Street, Calabar, Cross River State.  
Email: [email protected]

  •  Accepted: 14 February 2011
  •  Published: 30 September 2013


The paper examines the various customer retention measurement metrics and constructs, using concepts of customer service, customer satisfaction, behavioral intention and employee satisfaction. Pearson product moment correlation coefficient, t and F statistics were used to test the hypotheses formulated based on information received from 164 respondents (clients) patronizing four Stock broking firms in Cross River State, Nigeria. Simple percentages were also used to analyze the socioeconomic characteristics of respondents tabulated in a bivariant frequency table. All the tested hypotheses in the research are supported. The paper identifies good customer service as imperative to client retention and organizational profitability.


Key words: Customer service, customer retention, customer satisfaction, organizational profitability.