STATUS SYMBOL BRANDING AND CUSTOMER PATRONAGE OF COMMERCIAL BANKS IN PORT HARCOURT

Abstract

This study empirically examined the relationship between status symbol branding and customer patronage of commercial bank in Port Harcourt. This study was to examine the relationship between status symbol branding and customer patronage of commercial bank in Port Harcourt, the population of the study comprised of all the commercial banks in Port Harcourt, while the 80 respondents (customers) are selected for the study population. Pearson product moment correlational statistics was used to analysis the hypotheses and aided by the use of SPSS version 2.0. The result of the study amongst occurs were that, there was a strong, positive significant relationship between luxury branding and customer retention growth, there is strong position relationship between luxury branding and customer retention growth. The findings were that there is a positive strong relationship between station symbol branding and customer patronage. Based on the findings, we concluded that status symbol branding has a strong, significant positive relationship with customer patronage of commercial banks. We therefore recommended that commercial banks should try as much as possible to recognize and understand their customer while planning their marketing strategies.