Evaluation Of Advertising As Determinant Of Customer Patronage In Selected Banks In Umuahia, Abia State. :- Okoroafor Victor

ABSTRACT

This research was carried out to examine the evaluation of advertising as determinant customer's patronage in selected banks in umuahia, Abia state. The major objective of the study was to study the appropriate advertising techniques that attract patronage. It was observed that banks do not pay much attention to mapping out techniques that will in turn either attract new customers or to retain the old ones. The other objectives of the research includes: Determine the influence of advertising on customer perception of service value. Ascertain the relationship between advertising and level of patronage. This research study was carried out using primary data. Questionnaire were also distributed and used to gather information relevant on the research study from the customers, management and staff of the selected banks in Ihmtnhia, Abia slate. The questionnaire only has one section total number of I 10 questionnaires were distributed and 1 10 were returned. The major finding based on hypothesis, the researcher concluded that advertising contributes majorly in customers’ patronage and includes customers’ perception of service value in banking sector.