Organisational Branding, A Strategic Tool for Engineering Customer Satisfaction in Service Industry: A Study of Selected Banks

Abstract

Abstract Effective brand strategies cannot be developed without the customers in mind, hence the need to examine how brand strategies affect the behaviours of these customers to yield a good result. The objective of this study is to evaluate the impact of organisational branding on the levels of customer patronage. A descriptive and survey design was adopted for the study. The population for this study consist of customers from Wema and Zenith bank within Lagos metropolis. The questionnaire was used in eliciting information from respondents, which contained two sections. Two research questions and hypotheses were raised and tested. The data collected was analysed using Statistical Package for Social Sciences (SPSS version 20.0), for frequency distribution. Further analysis was carried out using linear regression and correlation analysis. From the findings made in the study, there is a significant role played by brand identity in meeting customer expectation and there is a significant effect of brand culture on customer satisfaction. It was recommended that management should be conscious of their peculiar corporate identity once established in order to capitalize on their strengths and opportunities, as well as improve on their weaknesses and address their threats in good time and Managers should strive to create a peculiar brand culture in line with their given brand identity, as the creation of a strong brand culture will enable the staff of the organisation to deliver quality service for good customer satisfaction.