This study examines Customer Perception and Influence of Media Campaigns on Retail Banking in Nigeria: A study of First Bank of Nigeria Ltd adverts. It is aimed at identifying various media used by First Bank of Nigeria Ltd in reaching out to its customers; determining the influence of media campaigns on the customers; determining the perception of the customers towards the bank’s advertisement. A survey research method was used; data was obtained from both primary and secondary. A total of hundred (100) questionnaires were purposively administered to selected customers of Bukuru branch of the bank to elicit information on their perception on its products and services and the efficacy of the various media adverts. The theory used for this study is Cultivation perception of Social Reality theory, which states that the audience should pay attention to mass communication messages, learn the contents of the messages and make appropriate changes in attitudes or beliefs or produce the desired behavioural responses. Uses and Gratification theory was used to examine how media consumers are influenced by the content. The study found that First Bank’s placement of adverts in the television, radio, newspapers, internet and billboards influence the customers’ perception on their products and services and recommends that, more of these media campaigns should be undertaken by the Bank to increase her level of profitability.
| Published in | Advances in Sciences and Humanities (Volume 3, Issue 6) |
| DOI | 10.11648/j.ash.20170306.16 |
| Page(s) | 102-108 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2017. Published by Science Publishing Group |
Customer Perception, Media Campaigns, Retail Banking, Banking Products, Firstbank
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APA Style
Abah Mercy John, Danaan Godfrey, Ali Andesikuteb Yakubu. (2017). Customer Perception and Influence of Media Campaigns on Retail Banking Products’ Patronage: A Study of Firstbank of Nigeria Ltd. Advances in Sciences and Humanities, 3(6), 102-108. https://doi.org/10.11648/j.ash.20170306.16
ACS Style
Abah Mercy John; Danaan Godfrey; Ali Andesikuteb Yakubu. Customer Perception and Influence of Media Campaigns on Retail Banking Products’ Patronage: A Study of Firstbank of Nigeria Ltd. Adv. Sci. Humanit. 2017, 3(6), 102-108. doi: 10.11648/j.ash.20170306.16
AMA Style
Abah Mercy John, Danaan Godfrey, Ali Andesikuteb Yakubu. Customer Perception and Influence of Media Campaigns on Retail Banking Products’ Patronage: A Study of Firstbank of Nigeria Ltd. Adv Sci Humanit. 2017;3(6):102-108. doi: 10.11648/j.ash.20170306.16
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Download@article{10.11648/j.ash.20170306.16,
author = {Abah Mercy John and Danaan Godfrey and Ali Andesikuteb Yakubu},
title = {Customer Perception and Influence of Media Campaigns on Retail Banking Products’ Patronage: A Study of Firstbank of Nigeria Ltd},
journal = {Advances in Sciences and Humanities},
volume = {3},
number = {6},
pages = {102-108},
doi = {10.11648/j.ash.20170306.16},
url = {https://doi.org/10.11648/j.ash.20170306.16},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ash.20170306.16},
abstract = {This study examines Customer Perception and Influence of Media Campaigns on Retail Banking in Nigeria: A study of First Bank of Nigeria Ltd adverts. It is aimed at identifying various media used by First Bank of Nigeria Ltd in reaching out to its customers; determining the influence of media campaigns on the customers; determining the perception of the customers towards the bank’s advertisement. A survey research method was used; data was obtained from both primary and secondary. A total of hundred (100) questionnaires were purposively administered to selected customers of Bukuru branch of the bank to elicit information on their perception on its products and services and the efficacy of the various media adverts. The theory used for this study is Cultivation perception of Social Reality theory, which states that the audience should pay attention to mass communication messages, learn the contents of the messages and make appropriate changes in attitudes or beliefs or produce the desired behavioural responses. Uses and Gratification theory was used to examine how media consumers are influenced by the content. The study found that First Bank’s placement of adverts in the television, radio, newspapers, internet and billboards influence the customers’ perception on their products and services and recommends that, more of these media campaigns should be undertaken by the Bank to increase her level of profitability.},
year = {2017}
}
TY - JOUR T1 - Customer Perception and Influence of Media Campaigns on Retail Banking Products’ Patronage: A Study of Firstbank of Nigeria Ltd AU - Abah Mercy John AU - Danaan Godfrey AU - Ali Andesikuteb Yakubu Y1 - 2017/12/07 PY - 2017 N1 - https://doi.org/10.11648/j.ash.20170306.16 DO - 10.11648/j.ash.20170306.16 T2 - Advances in Sciences and Humanities JF - Advances in Sciences and Humanities JO - Advances in Sciences and Humanities SP - 102 EP - 108 PB - Science Publishing Group SN - 2472-0984 UR - https://doi.org/10.11648/j.ash.20170306.16 AB - This study examines Customer Perception and Influence of Media Campaigns on Retail Banking in Nigeria: A study of First Bank of Nigeria Ltd adverts. It is aimed at identifying various media used by First Bank of Nigeria Ltd in reaching out to its customers; determining the influence of media campaigns on the customers; determining the perception of the customers towards the bank’s advertisement. A survey research method was used; data was obtained from both primary and secondary. A total of hundred (100) questionnaires were purposively administered to selected customers of Bukuru branch of the bank to elicit information on their perception on its products and services and the efficacy of the various media adverts. The theory used for this study is Cultivation perception of Social Reality theory, which states that the audience should pay attention to mass communication messages, learn the contents of the messages and make appropriate changes in attitudes or beliefs or produce the desired behavioural responses. Uses and Gratification theory was used to examine how media consumers are influenced by the content. The study found that First Bank’s placement of adverts in the television, radio, newspapers, internet and billboards influence the customers’ perception on their products and services and recommends that, more of these media campaigns should be undertaken by the Bank to increase her level of profitability. VL - 3 IS - 6 ER -
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