Itumeleng Ngowi,Ayandeji Sunday Ayantokun, Adebanji Adejuwon Williams Ayeni
Abstract
Customer satisfaction remains a key concern that impacts productivity and goal achievement because satisfied customers are more likely to enhance their service usage and recommend services to others This will make customer retention a profitable and effective strategy for acquiring new customers Therefore, this study is aimed at ascertaining the effect of customer satisfaction on client retention in businesses in Nigeria using quantitative survey research method. The data was collected through a structured, self-administered questionnaire after ensuring that content validity and reliability were conducted. The responses analyzed were 207 using regression analysis to determine the connection between customer satisfaction and client retention strategy. It was discovered that customer satisfaction significantly impacts client retention. Thus, it is recommended that prioritizing customer satisfaction by regularly gathering and acting on customer feedback will boost the increase in client loyalty through repeated purchase and increase sales.