Market Segmentation and Customer Loyalty in Deposit Banks in Port Harcourt, Nigeria

Abstract

This paper examines the relationship between market segmentation and customer loyalty of deposit banks in Port Harcourt, Nigeria. To achieve, the objectives of paper primary and secondary data was collected. The primary data was collected from a well structured questionnaire after reliability and validity test. The data collected was analysed using relevant statistical tools. The result reveals that the application of marketing segmentation strategies is associated with the loyalty displayed by customers. Hence, conclusion and relevant recommendations were provided to improve the customer loyalty to their brand.

Keywords: Market, Segmentation, Customer, Loyalty, Nigeria.