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.