THE EFFECT OF CUSTOMER EXPERIENCE ON BRAND EQUITY USING MULTI-CHANNEL IN THE NIGERIAN BANKING SECTOR / ADEOLA ADEYINKA; SUPERVISOR: ASST. PROF. DR. FIGEN YESILADA

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2023Tanım: xii, 79 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT The value of a company's brand is crucial to its survival in the modern global economy. Potential for growth in sales is enhanced when consumers are willing to pay more for, recommend, and invest in a brand that has high levels of positive brand equity. Awareness, affiliations, quality perceptions, and brand loyalty are just few of the ways in which a brand's worth can be evaluated by consumers. Statistics Package for the Social Sciences (SPSS) was used to examine survey responses from Nigerians who have bank accounts. This research adds to the existing body of knowledge by demonstrating the importance of customer experience as a direct factor in the valuation of brands in the financial services sector. Accordingly, our study has shown that improving brand equity in the banking industry necessitates a greater focus on enhancing customers' satisfaction with the brand and their emotional attachment to the company. Keywords: Brand Association, Brand Awareness, Brand Equity, Brand Loyalty, Customer Experience, Perceived Quality.
Materyal türü: Thesis
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Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 3067 A34 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T3448
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 3067 A34 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT3448
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Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 59-76)

ABSTRACT
The value of a company's brand is crucial to its survival in the modern global
economy. Potential for growth in sales is enhanced when consumers are willing to
pay more for, recommend, and invest in a brand that has high levels of positive brand
equity. Awareness, affiliations, quality perceptions, and brand loyalty are just few of
the ways in which a brand's worth can be evaluated by consumers. Statistics Package
for the Social Sciences (SPSS) was used to examine survey responses from Nigerians
who have bank accounts. This research adds to the existing body of knowledge by
demonstrating the importance of customer experience as a direct factor in the
valuation of brands in the financial services sector. Accordingly, our study has
shown that improving brand equity in the banking industry necessitates a greater
focus on enhancing customers' satisfaction with the brand and their emotional
attachment to the company.
Keywords: Brand Association, Brand Awareness, Brand Equity, Brand Loyalty,
Customer Experience, Perceived Quality.

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