Impact of Corporate Communication on Brand Identification and Brand Satisfaction: Evidence from Quoted Deposit Money Banks in Port Harcourt, Rivers State.
Vol 3 Issue 2
The purpose of this study was to assess the impact of corporate communication on brand identification and customer satisfaction of quoted deposit money banks in Port Harcourt. The study adopted the cross-sectional survey research design which enabled the researcher to collect unbiased data from the study targets and describe the relationship between the variables. The population of this study consists of the fifteen (15) quoted deposit money banks in Nigeria; all of which are operating in Port Harcourt. The sample size of this study was drawn from the fifteen (15) quoted deposit money banks in Port Harcourt. Thus, sixty (60) management staff of the fifteen (15) quoted deposit money banks constituted the respondents of the study; five (4) management staff; consisting of customer relationship manager, customer care manager, branch manager and marketing manager. The questionnaire is the instrument that was used in collecting primary data from the target respondents. This study made use of both descriptive and inferential statistics to analyze the data. The Pearson Product Moment Correlation (PPMC) was used as the statistical instrument to test the hypotheses stated in the study. These analyses were done with the help of the Statistical Package for Social Sciences (SPSS Version 22.0). The study therefore concludes and recommends that Quoted deposit money banks in Port Harcourt should have signs, symbols, trademarks or distinctive lettering that clearly communicates the values and what the bank represents in order to differentiate them from other competing banks.
