Nigerian Journal of Banking and Financial Issues (NJBFI)

CORPORATE BRAND IDENTITY AND CUSTOMERS’ PERCEPTION OF BANK SERVICES IN ILORIN METROPOLIS KWARA STATE

Abstract

This study focused on corporate brand identity and customers’ perception of bank services in Ilorin metropolis Kwara State. The specific objectives of the study were to examine the effect of corporate brand image, corporate brand personality and corporate brand communication on customers’ perception of bank services. The study adopted descriptive survey research design. Data used in this study were collected through primary source. The population of this study consists of the customers of selected banks of study which include United Bank for African (UBA), Union Bank of Nigeria (UBN), Eco Bank Nigeria Plc, First Bank of Nigeria and Guaranteed Bank (GTB) in Ilorin metropolis, Kwara State. These banks were chosen due to their proximity in Ilorin Metropolis. The study utilized convenience sampling technique to drawn sample of 236 for the study. Questionnaire was administered to available bank customers selected as respondents. 5-point likert scale option of structured questionnaire were used in the study to obtain response. Content validity was used to determine the validity of the instrument by giving to research experts who modified and made the necessary correction to measure the instrument. Simple linear regression analysis was used to test the hypotheses. Three hypotheses were tested in line with the objectives of the study and it was revealed that brand image, corporate brand personality and corporate brand communication have significant effect on customers’ perception of bank services. The study concluded that brand image, corporate brand personality and corporate brand communication have significant effect on customers’ perception of bank services. The study recommends as follow: Banks management staffs should improve on their corporate brand image to attract more positive customers’ perception of their services. They should also modify their corporate brand personality to encourage bountiful customers’ perception of their services. Finally, Banks staffs in general should inculcate consistency in their mode of corporate brand communication to attract positive customers’ perception of their services.