BRAND PERCEIVED QUALITY AND CONATIVE LOYALTY IN DEPOSIT MONEY BANKS

 

Abisola Osoko^1* Oladele Kehinde² Oluwole Iyiola³

¹Covenant University, NIGERIA, abisola.osoko@yahoo.com

²Covenant University, NIGERIA, oladele.kehinde@covenantuniversity.edu.ng

³Covenant University, NIGERIA, oluiyiola@gmail.com

*Corresponding Author

 

Abstract

Brand perceived quality has become one of the important determinants in measuring the success of various sectors, including the financial sector. The commercial banks in Nigeria provide services such as internet banking and point of sales service but despite their efforts in improving banking products, upgrading their channels and enhancing their software application, they are still faced with challenges of fraud, long waiting days for reversal of failed transactions, long queues, poor network service, insecurity, and power failure thereby leading to customer dissatisfaction and disloyalty. Hence, this study explains how brand perceived quality can be used to influence conative loyalty of customers in the banking industry especially in the Nigerian context. The descriptive research design was adopted and the study population consists of customers of the five selected banks in Lagos State, Nigeria. A multiple (purposive, stratified and convenience) sampling was adopted and a structured questionnaire was developed to acquire quantitative data from the customers of the five selected banks. The data was analysed using Statistical Package for Social Sciences (SPSS) version 22.

Keywords: Brand Perceived Quality, Conative Loyalty, service quality.