EFFECT OF BRAND POSITIONING ON CUSTOMER PATRONAGE AND RETENTION IN ACCESS BANK PLC, LAGOS

Abstract

This study examined the effect of brand positioning on customer patronage and retention
in Access bank plc Lagos. The study focused on Primary source of data collection.
Structured questionnaires were administered to 97 respondents through a web link who
are the population of the study. The Taro Yamane formula is applied to determine the
appropriate sample size based on the population at 95% confidence interval and 5%
error margin. The study employed Spearman rank correlation (rho) for the bivariate
correlation analyses. The results revealed that there is a positive significant relationship
between brand positioning and customer's patronage. It also shows that brand
positioning does not influence customer retention in Access bank plc Lagos. The study
therefore, recommends that Access bank should focus on the important determinant of
positioning for their consumers such as delivery, differentiation and relevance which the
bank has to keep up in using to influence the customer patronage and retention positively
to their advantage.