Effects Of Marketing Communication On Customer Patronage Of Commercial Banks In Nigeria (A Study Of Union Bank Of Nigeria Plc, Umuahia, Abia State)
ABSTRACT
The study investigated the Effect of Marketing communication
on Customer Patronage of Commercial Banks in Nigeria. With reference to Union
bank plc. The objectives of the study are to examine the techniques required
for effective communication as it affects customer patronage in banks, examine
the current marketing communication techniques applied in commercial banks in
Nigeria and examine the strategies required for improving marketing
communication in commereil banks. To achieve the objectives of the study,
survey research design was adopted. A total of 109 questionnaires were
administered to the respondents of which 80 were completely filled and returned
which represent 73% of the administered questionnaire. The researcher adopted
both primary and secondary data in getting the required information. In testing
the hypothesis Pearson Product Moment Correlatkn Coefficient was used. The
findings revealed that there is a significant relationship between marketing
communication and customer patronage, it also revealed that there is a
significant relationship between techniques used in marketing communication and
customer patronage in commercial banks. The researcher recommends that union
hank plc should endeavor to maintain customer's satisfaction and relationship
with management, the researcher also recommend banks should always embark on
effective marketing research in order to keep in abreast of changes in
customer's taste, fashion and technology.
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OTUONYE, J (2021). Effects Of Marketing Communication On Customer Patronage Of Commercial Banks In Nigeria (A Study Of Union Bank Of Nigeria Plc, Umuahia, Abia State). Repository.mouau.edu.ng: Retrieved Apr 27, 2024, from https://repository.mouau.edu.ng/work/view/effects-of-marketing-communication-on-customer-patronage-of-commercial-banks-in-nigeria-a-study-of-union-bank-of-nigeria-plc-umuahia-abia-state-7-2
JOSEPH, OTUONYE. "Effects Of Marketing Communication On Customer Patronage Of Commercial Banks In Nigeria (A Study Of Union Bank Of Nigeria Plc, Umuahia, Abia State)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 25 Nov. 2021, https://repository.mouau.edu.ng/work/view/effects-of-marketing-communication-on-customer-patronage-of-commercial-banks-in-nigeria-a-study-of-union-bank-of-nigeria-plc-umuahia-abia-state-7-2. Accessed 27 Apr. 2024.
JOSEPH, OTUONYE. "Effects Of Marketing Communication On Customer Patronage Of Commercial Banks In Nigeria (A Study Of Union Bank Of Nigeria Plc, Umuahia, Abia State)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 25 Nov. 2021. Web. 27 Apr. 2024. < https://repository.mouau.edu.ng/work/view/effects-of-marketing-communication-on-customer-patronage-of-commercial-banks-in-nigeria-a-study-of-union-bank-of-nigeria-plc-umuahia-abia-state-7-2 >.
JOSEPH, OTUONYE. "Effects Of Marketing Communication On Customer Patronage Of Commercial Banks In Nigeria (A Study Of Union Bank Of Nigeria Plc, Umuahia, Abia State)" Repository.mouau.edu.ng (2021). Accessed 27 Apr. 2024. https://repository.mouau.edu.ng/work/view/effects-of-marketing-communication-on-customer-patronage-of-commercial-banks-in-nigeria-a-study-of-union-bank-of-nigeria-plc-umuahia-abia-state-7-2