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Impact Of Environmental Advertising On Customers’ Patronage Decision In Nigeria Banks

Author

Listed:
  • Oyebisi IBIDUNNI

    (Ogun Micro and Small Tax Audit, Federal Inland Revenue Service, Ogun State, Nigeria)

  • Stephen IBIDUNNI

    (Department of Business Administration, Chrisland University, Ogun State, Nigeria)

  • Adetayo AFISANWO

    (Department of Couselling Psychology, Tai Solarin University of Education, Ogun State, Nigeria)

Abstract

This research study examined the impact of Environmental Advertising on Customer’s Patronage Decision in Nigerian Banks. The survey research method was engaged for the purpose of this research study. The primary source of data was employed and the research questionnaire was the instrument of data collection. The study population was 384 out of which a total of 250 representing 65.1% was retrieved from the various respondents who are customers of the Tier 1 banks in Nigeria. Data collected was analysed using the Simple Regression Technique and this was done with the aid of Statistical Package for Social Sciences (SPSS) 21. The result of the tested hypothesis using the Simple Regression Technique showed a p value less than 0.005 which indicates the rejection of the null hypothesis and the acceptance of the alternate hypothesis that states that Environmental response has a significant impact on customer’s patronage decision of Nigerian banks. Consequently, the study recommended that Banks should pay more attention on creating a good ambience at their various branches as this has a significant impact on their customer’s patronage decision.

Suggested Citation

  • Oyebisi IBIDUNNI & Stephen IBIDUNNI & Adetayo AFISANWO, 2024. "Impact Of Environmental Advertising On Customers’ Patronage Decision In Nigeria Banks," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 9(1), pages 63-71, March.
    • Handle: RePEc:ora:jrojbe:v:9:y:2024:i:1:p:63-71
    DOI: http://doi.org/10.47535/1991ojbe182
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    More about this item

    Keywords

    Banks; Customer; Environmental Advertising; Patronage Decision.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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