Corporate Reputation Strategy and Customer Satisfaction In Selected Banks In Lagos State

Corporate Reputation Strategy and Customer Satisfaction In Selected Banks In Lagos State

Author by Dr. Valerie Onyia

Journal/Publisher: International Journal Of Innovative Research In Education, Technology & Social Strategies

Volume/Edition: 3

Language: English

Pages: 128 - 140

Abstract

Corporate image of any organization must be protected, respected and valued because any deviation from this may negatively affect the reputation of the  organization which consequently leads to customer dissatisfaction. This study investigated the effect of corporate reputation strategy and customer satisfaction in selected banks in Lagos State. Descriptive survey design was adopted. 106,405 was the total population of customers of four selected banks in Lagos state. The Cochram (1963) infinite population formula was adopted with the application of proportionate random sampling technique to derive a sample size of 2000 and 1,949 responses came successfully. Structured questionnaire was administered with moderated 6 point Likert scale. Descriptive Statistics and Pearson Correlation Analysis, ANOVA and Linear Regression Analysis Coefficients were all used to analyses data and test hypothesis. Corporate reputation management (CRM) indicated strong positive effect on customer satisfaction (CS)as (R=0.839; F=4736.378; P=0.000. The study recommends that banks should uphold the corporate image and reputation of their organisations by exploring other strategies, this will enhance customers' satisfaction and sustained patronage.

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