THE IMPACT OF DIGITAL BANKING AND BRAND STRATEGY ON CUSTOMER LOYALTY OF THE COMMERCIAL BANKS IN NIGERIA

Abstract

The impact of digital banking and brand strategy on customer loyalty among commercial bank customers in Nigeria was examined, in which a survey carried out by disseminating questionnaires among the commercial bank customer in Nigeria for the main purpose of data collection. 450 questionnaires were distributed but 409 were filled and return. The data was subjected to different analyses such as frequency analysis, regression analysis to correlation analysis. The study found that digital banking services are very easy and flexible to use, and it is possible for users to recommend digital banking services to friends and family. It was concluded that helpful and substantial connection exists between brand awareness and digital banking, brand awareness and customer loyalty also revealed a positive and important relationship, while digital banking and customer loyalty revealed a positive and significant relationship