Abstract
The purpose of this study was to examine the impact of corporate identity on customer patronage of quoted Banks in south-south zone of Nigeria. The study population was 14 quoted Banks, which are functionally registered and listed with the Nigerian Stock Exchange (NSE). Our unit for data generation was the top level managers of the 14 quoted banks and customers. Therefore, forty two (42) managers on the ratio of 3 managers per bank constituted our respondents for the study. The generated data were presented and analyzed while the Spearman’s Rank Correlation Coefficient (SPRCC) statistical tool was used in testing the stated hypotheses. The result of the analysis showed that there is a positive and significant correlation between corporate identity and customer patronage. The study specifically revealed that signs and symbols significantly impact on sales volume, profit margin, and customer retention. The authors concluded that bank’s corporate identity affects customer patronage. The study therefore recommends that the solution to poor customer patronage is anchored on the bank’s ability to efficiently improve on its corporate identity strategies/dimensions, since they significantly impact on banks level of customer patronage
KENNETH. C. ADIELE, BRIGHT. C. OPARA. (2014) Analysis of Corporate Identity on Customer Patronage of Banks in Nigeria., International Review of Management and Business Research, Volume 3, Issue 4.
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