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Osoko, Abisola and Kehinde, O.J. and Iyiola, O.O. (2020) BRAND PERCEIVED QUALITY AND CONATIVE LOYALTY IN DEPOSIT MONEY BANKS. In: 7th International Conference on Education and Social Sciences, 20-22 January, 2020, DUBAI (UAE).

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Brand perceived quality has become one of the important determinants in measuring the success of various sectors, including the financial sector. The deposit money banks in Nigeria provide services such as internet banking and point of sales service but despite their efforts in improving banking products, upgrading their channels and enhancing their software application, they are still faced with challenges of fraud, long waiting days for reversal of failed transactions, long queues, poor network service, insecurity, and power failure thereby leading to customer dissatisfaction and disloyalty. Hence, this study explains how brand perceived quality can be used to influence conative loyalty of customers in the banking industry especially in the Nigerian context. The descriptive research design was adopted and the study population consists of customers of the five selected banks in Lagos State, Nigeria. A multiple (purposive, stratified and convenience) sampling was adopted and a structured questionnaire was developed to acquire quantitative data from the customers of the five selected banks. The data was analysed using Statistical Package for Social Sciences (SPSS) version 25. The findings indicate that brand perceived quality significantly have combined effects on conative loyalty of customers in selected deposit money banks in Lagos State. Customers are always eager when it comes to prompt service delivery, banks should device tactics like having more teller on desk in order to attend to customers need swiftly as this will help in reducing long waiting hours in the banking hall.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Brand Perceived Quality, Conative Loyalty, Banks.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: nwokealisi
Date Deposited: 12 Nov 2023 20:59
Last Modified: 12 Nov 2023 20:59

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