This study examined Promotion and Patronage of Products of Access, and Zenith Banks by Customers in Akwa Ibom State. In the 21st century, marketing promotion remains a critical tool for influencing customer behaviour in the competitive banking sector. Accordingly, banks such as Access and Zenith continually adopt innovative promotional strategies to attract new customers and retain existing ones. The study investigated the opinions of customers on the extent to which'> This study examined Promotion and Patronage of Products of Access, and Zenith Banks by Customers in Akwa Ibom State. In the 21st century, marketing promotion remains a critical tool for influencing customer behaviour in the competitive banking sector. Accordingly, banks such as Access and Zenith continually adopt innovative promotional strategies to attract new customers and retain existing ones. The study investigated the opinions of customers on the extent to which'> Promotion And Patronage Of Products Of Access And Zenith Banks By Customers In Akwa Ibom State

 

Promotion and Patronage of Products of Access and Zenith Banks by Customers in Akwa Ibom State

Keyword : Promotion, Patronage, Products, Access, Zenith, Banks, Customers

Author(s) : Nsikak Solomon Idiong? & Blessing Ufot Urua•

Abstract :   

This study examined Promotion and Patronage of Products of Access, and Zenith Banks by Customers in Akwa Ibom State. In the 21st century, marketing promotion remains a critical tool for influencing customer behaviour in the competitive banking sector. Accordingly, banks such as Access and Zenith continually adopt innovative promotional strategies to attract new customers and retain existing ones. The study investigated the opinions of customers on the extent to which marketing promotion influences their patronage of products and services from these banks. A survey research design was adopted, with a population of 1,987,282 and a sample size of 384 respondents. Data collected via questionnaire were analyzed using simple percentages, weighted mean and frequency counts. Findings revealed that customers are aware of diverse promotional strategies employed by Access and Zenith Banks, with 20% identifying direct marketing, 15% email marketing, 12% each for public relations and social media marketing and 10% each for media advertising, guerrilla marketing and influencer marketing. Advertising plays a moderate role, with 53% [WMS = 2.5] acknowledging its role in brand awareness, 70% [WMS = 3.0] stating it shapes brand images 61% saying it influences purchasing decisions, and 62% [WMS = 2.7] agreeing it reinforces positive brand associations. Digital marketing was reported by 62% [WMS = 2.7] of customers as having a great influence on patronage, particularly through enhancing brand visibility and engagement. Direct marketing emerged as the most influential strategy, with 78% (WMS = 3.1) of customers affirming its effectiveness in delivering personalized communication, providing product clarity and prompting action. The study recommends that Access and Zenith Banks should strengthen underutilized promotional channels and allocate resources strategically to achieve a more balanced and effective promotional mix for wider, and sustained customer engagement.

Download full Article

Recent Articles

Stereotypes and Its Influence on the Course of Study Choice and Communication Skills of First-Year Students of Christopher University
Philip Teniola David; Ayoola Olalekan Ajasa, Ph.D; Adejoke Adekanmbi, Ph.D & Aderinola Babatunde

Information Literacy Skills: Prerequisite for Library Resources Use by Public Secondary School Students in Oyo State, Nigeria
Touitou, Tina C., PhD; Ambassador-Brikins, Helen O.C., Ph.D; Owolabi Ruth Onajite, PhD & Adekunle, Janet Oluyemi, PhD

Bollywood Movie, Dubbing, Subtitling, Nigerian Yoruba Language and Audience Perception
Adeyemo Saheed O.A. & Adeyemi A. Ridwan, PhD.

Audience Perception of the Influence of Abrahamic Mission Programme of Radio Nigerian Network on Religious Intolerance
Greatandy Victor Iguoba & Onyedikachi Stanley Onovo, PhD

Utilisation of Social Media for the Promotion of Exclusive Breastfeeding among Nursing Mothers in Rural Communities in Akwa Ibom State
Benson Reuben Oke & Helen Ijeoma Nwachukwu

Women Awareness of Endometriosis Misdiagnosis through Mass Communication Strategies in Wukari LGA, Taraba State
Agabison Dorcas;? Okpoko C.C.? & Lazarus Siman

Newspaper Framing of Fubara-Wike Political Crisis in Nigeria’s Fourth Republic: A Comparative Analysis of Daily Sun, The Punch and Vanguard Newspapers
Ezemba Assumpta Onyinyechi

Content analysis of select Nigerian newspapers' Reportage of #EndbadGovernance Protest
Lega Agbadu Hassan;? Prof. T.M Akase? & Dr. Anthony Ogande

Application of Public Relations Strategies in the Management of Patients at Federal Medical Centre and Benue State University Teaching Hospital, Makurdi
Inja, Ndernen? & Nyitse, Gabriel T., PhD

Influence of Billboard Advertisements on Audience Awareness of Insecurity Issues in Nigeria: A Study of Edo State Residents
Blessed Frederick Ngonso, PhD?; Peter Eshioke Egielewa, PhD?; Betcher Osaguona Ekhosuhun, Esq.? & Ekwe Okwudiri, PhD

Promotion and Patronage of Products of Access and Zenith Banks by Customers in Akwa Ibom State
Nsikak Solomon Idiong? & Blessing Ufot Urua•

Language and Ideologies in Selected Advertising Posters of MTN and Orange from Dschang and Bafussam (Cameroon), 2024-2025
Dohseh Abigail Gabwa & Afutendem Lucas Nkwetta

Preliminary Pages for IJALMS
IJALMS Editorial Crew

FRSC SPEED LIMIT IN THE COURT OF PUBLIC OPINION: A SURVEY OF ENUGU STATE RESIDENTS
Dr. Maxwell M. Ngene

Appraisal of the Influence of Globalization on Local Cultural Identity in Nigeria
Omavuaire Lucky Edewor, Ph.D; & Collins Kediehor, PhD