THE ROLE OF CORPORATE IMAGE MANAGEMENT ON BANK’S PERFORMANCE (A COMPARATIVE STUDY OF FIRST BANK PLC AND UNION BANK PLC)
Banks in Nigeria have failed to realize the role a good corporate image play in business dealings. This is probably because they do not understand the concept of corporate image and necessary tools for promoting same. Corproate image, in f act, goes beyond attractive corporate office, producing quality products or rendering quality service, advertising, paying good salary and so on. It pervades every aspect of a business concern-from the least worker’s personality to the dealings within the organization and with the large society. In the face of the dynamics of our society especially in the business world, brought about by technology banks are faced with stiff competition that maintaining a competitive edge requires aggressive strategies. One of such strategies is effective corporate image management and promotion. The focus of this research work was to investigate the strategies that could be employed to build and promote corporate image effectively in order to enhance the performance of banks. Research was conducted on two of the commercial banks in Nigeria (First bank and Union bank) to show a comparative effect of image management on its performance. These two banks were selected because they are the two generation banks and it represent the true position of different banks in Nigeria. In chapter 3 statistical tools were used to conduct the study such as the chi-square method. Also the researcher made use of both primary and secondary method of data collection. Chapter four formed the data presentation and analysis of data collection through the questionnaire. The research hypothesis were also tested using the chi-square test. In chapter five, the findings of the study was summarized with relevant recommendations made and the outcome of the study was concluded. Finally, this researcher leaves this work open to constructive criticisms and expects future scholars to delve into further research and improve on this work.
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