CORPORATE IMAGE AND ORGANIZATIONAL EFFECTIVENESS OF COMMERCIAL BANKS IN RIVERS STATE

Abstract

The study focused on corporate image and organizational effectiveness of selected commercial banks in Rivers State. The main objective was to determine the relationship between dimensions of corporate image (reputation and brand identity) and measures of organizational effectiveness (financial stability and employee satisfaction).  Four research questions and four hypotheses guided the study. The study explored cross sectional survey research design. The target population was 7 commercial banks in Rivers State. The sample size was entire population of the study, thus making the study a census. However, 23 managers selected from four key departments served as the study’s unit of analysis. The data were generated through the use of structured questionnaire. The study was validated by the research supervisor and two other research experts using face and content validity. The Crombach Alpha was used to determine the study’ reliability at Co-Efficient of 0.7. Mean and Standard deviation was used to answer the research questions. The Spearman Rank Order Correlation was used to test the hypotheses using using SPSS version 22.0. Findings from the study revealed that dimensions of corporate image (reputation r=0.721, P<0.05 and brand identity r=0.618, P<0.05 correlate with measures of organizational effectiveness (financial stability r=0.713, P<0.05 and employee satisfaction r=0.752, P<0.05. Therefore, the study concluded that dimensions of corporate image (reputation and brand identity) influence measures of organizational effectiveness (financial stability and employee satisfaction). Hence the study recommended that managers should consider the corporate image as a valuable strategic tool that could enhance organizational effectiveness.