ROLE OF CUSTOMER FEEDBACK ON BRAND PERCEPTION: A STUDY OF ZENITH BANK ENUGU STATE NIGERIA

ALEX, UCHENNA (2025) ROLE OF CUSTOMER FEEDBACK ON BRAND PERCEPTION: A STUDY OF ZENITH BANK ENUGU STATE NIGERIA. Other thesis, GODFREY OKOYE UNIVERSITY, ENUGU.

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Abstract

This study examined the role of customer feedback in shaping brand perception, using Zenith Bank branches at Ogui Road and Okpara Avenue in Enugu State, Nigeria, as a case study. In particular, the research targeted four areas of customer feedback that include customer experience, complaint handling, emotional connection, and customer ethos, and their role in influencing customers' perceptions of the bank brand. Descriptive survey design was used, and data were collected through structured questionnaires with active customers of the sampled branches. A total of 390 copies given out returned 365 and 355 usable responses were analyzed. Descriptive statistics were employed in reporting the opinions of respondents, and Chi-Square tests were employed to verify the existence of association. Results have indicated that customer experience, complaint handling, emotional connection, and customer 5 ethos all significantly influence the perception of the brand of Zenith Bank. In conclusion, active management of customers' feedback is essential in enhancing brand credibility, trust, and loyalty in the Nigerian banking industry. It is advised that Zenith Bank enhance customer complaint mechanisms, make complaint handling processes streamlined, establish better emotional connections with customers, and continually maintain high standards of ethics in order to have good brand image in a highly competitive financial industry.

Item Type:	Thesis (Other)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Management and Social Sciences
Depositing User:	Uchenna Eneogwe
Date Deposited:	18 Jun 2026 09:35
Last Modified:	18 Jun 2026 09:35
URI:	http://eprints.gouni.edu.ng/id/eprint/5833

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