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PERCEIVED INFLUENCE OF CUSTOMERS' IMAGE OF AN ORGANISATION ON PATRONAGE: A FOCUS ON ECOBANK

Oyesomi, Kehinde Opeyemi and Ahmadu, Frederick O. and Sholarin, M. A. (2015) PERCEIVED INFLUENCE OF CUSTOMERS' IMAGE OF AN ORGANISATION ON PATRONAGE: A FOCUS ON ECOBANK. Global Journal of Applied, Management and Social Sciences (GOJAMSS), 8. pp. 94-103. ISSN 2276- 9013

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Abstract

Fhr! rate at which most organisations are losing customers has increased in recent years. The confidence am/ credibility that some of their customers have in them have eroded. The reason for this trend is not j(ufetched. it is the lack of effective Public Relations to create or change the image that the customers already have of them. In this research, "Perceived influence of customers' image of an organisation on patronage: A focus on Eco bank ". There was an allemptlo find out if the customers of Ecobank have had <!xperiC'nces worth keeping as an image of the bank The image they have formed of the bank through their cummunication processes would ciffect their decision of continuous patronage and loyalty to the bank. The maJOr objective of this study is to determine the extent to which these images that are formed help to keep the customers. The study design used was Survey. Since the whole of the customers of the bank in Nigeria cannot be used, the researchers focus on Lagos Stale. Lagos Stale is a large selllemenl and because of this. the s111dy population was stratified to two commercial and industrial localities, Jkeja and Victoria Island. !lwse pla~·e.1· were selected and made representatives of the organization under sllldy. Eight branches of the bank ll'ere used and a sample size was 400 respondents. 50 copies of the questionnaire were udmi11istered in each of the eight branches. The researchers found out that the percentage of respondents 11·ho hal'e a positive image of the bank is 52% /twas also found out that many of the respondents consider tht!ir experience with the bank good (35%), while those who consider their experiences with the bank as fair are 25%. 1/owever, 17% of the respondents think the experiences have been bad, ll'hile 23% of the re.1pondents are indifferent about their experience. The researchers therefore recommends among others that thorough training should be carried out for the staff of Eco bank because based on the findings of this re"1earch; many customers do not enjoy the services they get from certain members of staff. Therefore, they should be trained in other to avoid having multiple images of the bank which can be as a result pf staff I actmg differently in their various branches.

Item Type: Article
Uncontrolled Keywords: Customers, image, perceived innuence, patronage, satisfaction , organisations
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Hannah Akinwumi
Date Deposited: 21 Sep 2017 10:12
Last Modified: 21 Sep 2017 10:12
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/9392

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