Effect of Corporate Brand Identity on Customer Expectation a Study of 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
LITERATURE REVIEW
The purpose of this chapter is to present our theoretical framework. Initially we will present theories regarding the corporate brand personality. Furthermore, we will present how the corporate brand personality implementation can be described. Finally a conceptual framework of the theories will be presented.
Corporate Brand Personality
The most important factor when developing a brand identity is the brand personality. The corporate personality is considered as the sum of total of a corporation’s characteristics from which the identity is created. These characteristics is the unique combination of product, offering, facilities, culture, values, beliefs, capabilities, staff, structures, systems and skills. Corporate personality is what the corporation actually is. (Markwick, 1997)
Aaker (1996) states that brand personality can be compared with how a person is perceived and how the personality is affected by almost everything associated with the person; neighbourhood, clothes, friends, social status et cetera. The thought behind the creation of an attractive brand personality is based on the assumption that corporations choose brands in the same way they choose friends (Melin, 1997).
In order to manage a corporate identity it is crucial that the corporation has a clear appreciation of its personality. Before a corporation can articulate through its identity there is an urge to understand itself in order to express itself. (Markwick, 1997)
Variables of Brand Personality
The similar words used to describe an individual can be used to describe a brand personality. A brand can, furthermore, be described by: (Aaker, 1996)
Aaker (1996) has developed a Brand Personality Scale (BPS) in order to structure and measure a brands personality. The objective with the model is to develop a trustworthy, valid, and generalized scale to describe personality dimensions.
The BPS-model is based on five key dimensions – Sincerity, Excitement, Competence, Sophistication, and Ruggedness. The purpose with the dimensions is to explain the observed differences between brands. Each of the five dimensions has further been divided into fifteen facets in order to provide texture and descriptive information regarding the nature and structure of the dimensions (See figure 2.2).
The fifteen facets are considered as strategic options in order to break the dimensions down. The facets are further divided into various personality traits. According to Aaker (1996) the Brand Personality Scale can be used as a framework to identify both theoretical and practical knowledge about the antecedents and consequences of the brand personality. The brand can range across the five dimensions.
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 out to examine Effect of corporate brand identity on customer expectation a study of United Bank of Africa. United Bank of Africa in Ogun State forms the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
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 hundred and twenty (120) questionnaires were administered to respondents of which 100 were returned. The analysis of this study is based on the number returned.
The table above shows the gender distribution of respondents. 48% of the respondents were male and the remaining 52% were female. Thus, female respondents were slightly higher than their male counterparts.
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Introduction
This chapter summarizes the findings on the Effect of corporate brand identity on customer expectation a study of United Bank of Africa, United Bank of Africa,Osun State as case study. The chapter consists of summary of the study, conclusions, and recommendations.
Summary of the Study
In this study, our focus was on the Effect of corporate brand identity on customer expectation a study of United Bank of Africa, United Bank of Africa,Osun State as case study. The study is was specifically focused on determining the effect of visual identity on service credibility, Evaluating the effect of corporate personality on service reliability, Analyzing how employee commitment affects the perceived service quality and ascertaining the effect of consistent communication on service accessibility.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are staff of United Bank of Africa, Osun State .
Conclusions
With respect to the analysis and the findings of this study, the following conclusions emerged;
The findings of this study is to greatly contribute to literature in terms of giving better understanding to marketing practitioners with regard to how the effect of an organization’s corporate brand identity affects customer expectation. It is thus to give a better understanding on the principal factors that influence how loyal customers can be created and maintained in a very competitive banking sector of this country.
The results of this study reinforced other studies conducted which indicated that lower price for services, corporate image, the quality of service delivery and brand awareness are very strong drivers and key indicators that help create loyal customers. Additionally, the results of this research greatly demonstrated that corporate image has a key role and relevance in the choice of telecom service provider as well as their purchase decisions and in maintaining the loyalty of customers. The findings equally revealed that customers valued high value-added service with lower priced products and services. This is the reason why successful companies always offer high value-added services with speed and innovation and at a lower cost. This also gives the customers satisfaction in their interaction with continuous relationship with the service provider as well as to recommend the service to peers and families.
Finally, the result of the analysis reveals among others that visual identity have positive and significant effects on service credibility of UBA.
Recommendation
Based on the findings the researcher recommends that;
- The company should advance technology and explore new product offering as its customers yearn for more value for money and high quality and innovative products and services as the case of the company’s modem has shown in the study.
- Since service quality influences levels at which customers become loyal, the company must improve its old marketing and advertising strategies towards the new paradigm of integrated marketing communication strategies.
- The managers must cultivate future strategies of good service delivery that can promote a positive corporate image through in-house training programmes to improve employees’ professionalism and helpfulness, communication and language skills, service productivity, efficiency, appearance and courtesy.
- Since service quality is crucial in the process needed to create positive image, there should be customer feedback programmes from time to time that will reveal the relevance of corporate products and services offered to customers.
- Since quality certification are mostly defined by aspects of reliability, assurance, empathy, responsiveness and tangibility in the workplace, there should be consistent effort to upgrade the standards of service layout and delivery of promised services, which would most likely make customers more satisfied.
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