BRAND IMAGE AND CUSTOMER LOYALTY OF DEPOSIT MONEY BANKS IN PORT HARCOURT

Abstract

This study centered on brand image and customer loyalty of deposit money banks in Port
Harcourt. The correlational research design was adopted as well as census study of entire
twenty-six deposit money banks in Port Harcourt. Two research questions and two
hypotheses guided the study. Questionnaire was major instrument for data collection.
Data collected were analyzed using descriptive and inferential statistics. Pearson Product
Moment Correlation (PPMC) was adopted in testing the hypotheses formulated with the
aid of statistical package for social sciences (SPSS) version 26. The study found and held
that there is significant relationship between brand familiarity and revisit of deposit money
banks in Port Harcourt. There is significant relationship between brand resonance and
trust of deposit money banks in Port Harcourt. It was therefore .recommended that banks
should make known their service offering using available electronic and social media and
various promotional tools, striving meeting and exceeding customer expectations to
satisfy customers and gain loyalty. To gain trust banks generally and deposit money banks
in particular should maintain personalize customer relationship, offer needed confidences
by providing security or customer privacy, with reliability, and ethical practices that
promotes customer emotional attachment, loyalty and positive word-of-mouth.