Fortune Ugochukwu Abiaziem And Olumakinwa Adebayo Opeoluwa

The study examined the effect of service quality on customer retention in Leadway Assurance Plc, Surulere-Lagos. The objectives of the study were to examine the effect of trust, Commitment, reliability and Customer orientation on customer retention. The study adopted descriptive survey research design. The population is the entire policy holders of Leadway Assurance Plc in Surulere, Lagos. Cochran formula of determining sample size of an infinite population was adopted to arrive at 385 respondents sampled via simple random sampling technique. Questionnaire was structured using 6-point Likert scale divided into two parts. The data were analyzed using simple percentages while hypotheses were tested using multiple regression analysis and Analysis of Variance (ANOVA) with the aid of Statistical Package for Social Sciences (SPSS) version 23. The study concluded that trust, commitment, reliability, and customer orientation have positive relationships with customer retention and that the explanatory variable can significantly affect customer retention, which is also statistically significantat 5% level of significance. Based on the findings, it was recommended that management needs to improve quality of services so as to satisfy customer’s needs. The insurance companies need to pay more attention on the Trust, Reliability, Commitment and customer orientation in order to retain their customers and Management should also give equal opportunity to enable them improve their services. Keywords: Trust, Commitment, Reliability, Customer Orientation, Customer Retention0150