INFLUENCE OF CUSTOMERS’ PERCEPTION OF BANKS’ ADVERTISING PROGRAMMES ON CUSTOMER LOYALTY IN SOUTH – EAST, NIGERIA

Abstract

This study examined the influence of customers’ perception of banks’ advertising programmes on customer loyalty in Nigeria. The major objective of the study is to examine the effect of customers’ perception of bank advertising on customer loyalty with a view to improving banks’ services in Nigeria. Survey research design was utilized for this research and primary data collected through five- point likert scale questionnaire administered on 380 sampled loan customers. The sample size was determined through Topman’s formula. Cronbach’s Alpha was used to test the reliability of the research instrument. Data collected were subjected to statistical analyses with the adoption of descriptive and analytical techniques. Means and standard deviations were used to analyze the research questions, while Correlation Analysis was adopted to interpret the influence of the variables of interest. The study results showed there is strong positive correlation between customers’ perception of banks’ advertising and customer loyalty. This implies that customer’s perception of banks’ advertising activities, tactics and programmes have significant influence on customer loyalty. Major recommendations made include; banks should continuously liaise with customers to determine the appropriate advertising tactics, style and contents that customers will perceive to meet their needs in order to achieve customer loyalty; banks should adopt customerfriendly policies that would encourage customers; they should adopt modern and best practices in the course of advertising their products; among others. This study has implications for the formulation of customer service satisfaction policy in commercial banks in Nigeria as a lead-way
to increase the effectiveness and efficiency in the banking sector in Nigeria.