Effect of Corporate Brand Identity on Customer Expectation in United Bank of Africa

Effect of Corporate Brand Identity on Customer Expectation in United Bank of Africa

CHAPTER ONE

Objectives of the Study

The objectives of this research is to determine the effect of corporate brand identity on customer expectation of United Bank of Africa, and they are to:

Determine the effect of visual identity on service credibility.
Evaluate the effect of corporate personality on service reliability.
Analyses how employee commitment affects the perceived service quality.
Ascertain the effect of consistent communication on service accessibility.

CHAPTER TWO

REVIEW OF RELATED LITERATURE

CORPORATE IDENTITY

Corporate identity is the average and accepted behaviour, atmosphere, value, attitudes, business practices and philosophy in a given organization which differentiate if from the rest. It is the group of features, value, ethical stance and leadership as it contribute to brand equity and economic success in business relationships. These values are communicated verbally in writing and graphically in the corporate logo, design, symbols and colour. For example, the “Elephant” of First Bank Plc and the “Horse Stallion” of Union Bank. Corporate identity according to Marquis (1970: 2) “is that part of the image that can be seen or heard”. It is every tangible mark of identity – all the vehicles, objects and means of communication in which the corporate identity is displayed. It also refers to the group of attributes a company has: “Its personality”, its reason of being, its spirit and soul. The image reflected by the “company’s potentiality” will make the company identifiable and different from the rest and it will also determine its importance in the business world. Corporate identity is the group of pieces, aspects, ideas, methods and techniques a company uses to differentiate itself from others. A company’s identity can be formed by many of the pieces that form a communication style: Logo, Letterhead, business cards, folder, inserts, envelope etc. Corporate identity merges strategy, culture and communications to present a memorable personality to prospects and customers. The term is closely linked to corporate philosophy, the company’s business mission and values, as well as corporate personality, the distinct corporate culture reflecting this philosophy and corporate image. A strong identity strengthen’s the company’s brand becoming recognizable to the target audience. It is advisable to begin with the creation of a logo or company brand since the development of the identity will depend on them. The logo will be present in all the pieces that forms the corporate identity system. The logo eventually includes the institutional colours of the brand and the complete corporate design is based on them. The corporate identity is a strategic way to make the image that the rest perceive fit in with the image the company wants to convey. It is the visualization of corporate strategy. Every company continuously conveys message to its surrounding even if they do not communicate anything at all. The visual image is one of the most important means that business constantly use to convey and manifest their identity.

CHAPTER THREE

RESEARCH METHODOLOGY

INTRODUCTION

In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.

RESEARCH DESIGN

Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.

POPULATION OF THE STUDY

According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitute of individuals or elements that are homogeneous in description.

This study was carried to examine effect of corporate brand identity on customer expectation in United bank of Africa. Selected staffs of UBA in Ogun state form the population of the study.

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

INTRODUCTION

This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.

TEST OF HYPOTHESIS

H₀₁: There is no significant effect of visual identity on service credibility.

H₀₂: There is no significant effect of corporate personality on service reliability.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

Introduction

It is important to ascertain that the objective of this study was to ascertain effect of corporate brand identity on customer expectation in United bank of Africa. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of corporate brand identity on customer expectation in United bank of Africa

Summary

This study was on effect of corporate brand identity on customer expectation in United bank of Africa. Four objectives were raised which included: Determine the effect of visual identity on service credibility, evaluate the effect of corporate personality on service reliability, analyses how employee commitment affects the perceived service quality and ascertain the effect of consistent communication on service accessibility. The study adopted a survey research design and conveniently enrolled 80 participants in the study. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected staffs of UBA in Ogun state. Hypothesis was tested using Chi-Square statistical tool (SPSS).

Conclusion

We live in a world of change. As a matter of fact, the rate of change today is faster, and affects a larger portion of the earth’s population, than at any other time in history. Yet, despite all these changes, there is still one constant. And this is that marketing excellence and a strong corporate image are firmly linked. A company cannot have one without the other. At least not for very long, because at the end of the day, a better competitor would emerge and outsmart the other. “The long run rationale for a favourable corporate image is that such an image produce a climate conducive for growth and improved earnings”. Marquis (1970: 20) laid down policy building rest in the onus of top management to ensure that corporate image forms part of long range planning. Also customers satisfaction is of vital importance because customers are the most valued assets of an organization. As already stressed throughout this research, sound relationship with the bank’s special public such as customers, employees, investors, shareholders, governments etc is indispensable. It is observed that social responsibility is not really a form of giving but represent investment policy. Effective and efficient managers keep their banks in profitable interaction with the business environment. It has been noted that good community relations and good communication increase the chances of an organization at the market place. One of the results of such is that new customers are attracted and present ones retained. Finally, there is a gain saying the fact that a good corporate image is necessary for the survival and growth of a bank. Therefore, it should receive the same attention as the other major functions of management. If the management of banks would improve its corporate image in the light of this research, it would enhance its reputation and ultimately its performance at the market place.

Recommendation

There is need to improve upon employees welfare and management worker relations.
The public relations efforts should be improved upon.
UBA should expand the scope of its corporate social responsibility. d)There is need for UBA to imbibe the culture of giving attractive packages to its customers.
Communication and information within UBA and between its numerous public should be properly managed. In most cases, corporate image making starts from the type of information that emanates from the organization

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