BRAND IMAGE MANAGEMENT AND CUSTOMER LOYALTY OF MONEY DEPOSIT BANKS IN PORT HARCOURT

This study presents an empirical investigation on the relationship between brand image management and customer loyalty Our curiosity led to the research problem of this study, on how brand image management influences customer loyalty of money deposit banks in Port Harcourt. Using the cross-sectional survey, quantitative data were collected through a 5-point liken type scale. A total of 110 copies of questionnaire were distributed to the customers of money deposit banks in Port Harcourt. However, 100 copies of questionnaire were successfully retrieved, which constitutes a response percent of 91% Regression analysis was used to measure the strength of relationship between brand image management and customer loyalty of money deposit banks. The entire hypothesis that was stated in null form was rejected and the alternate hypothesis was all accepted. Our findings from quantitative data analysis support the argument that brand image management influences customer loyalty through dimensions such as brand affection, brand resonance and brand familiarity. We therefore concluded that the level of customer loyalty in terms of referrals and trust has a positive significant relationship with brand image management. Therefore, we recommend among others that money deposit banks should understand that their brand should have reputable image and familiar in other to influence referral and trust