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Brand communication and its influence on brand loyalty in the banking industry : an evaluation of First National Bank Customers

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dc.contributor.advisor Selekane, N. L. Ndlovu, Zamabomvu Tracey 2023-09-18T13:51:08Z 2023-09-18T13:51:08Z 2023-05
dc.description.abstract This study was conducted with the aim to investigate whether brand communication is effective in influencing South African customers to remain loyal to a specific bank, in this case, First National Bank, or if there are other factors that influence brand loyalty. The study was based on a quantitative research design. A non-probability convenience sampling method was implemented to reach First National Bank customers. To collect data, self-administered questionnaires were distributed to 500 First National Bank customers in order to secure sufficient responses for the sample size of 400 responses using online channels with customers residing in South Africa. The study found that, overall, customers of First National Bank find the bank’s communication to be effective and as a result reflect a positive influence on their loyalty. The study also found other factors that positively influence brand loyalty, such as trust of the security systems of the bank and trust of the bank itself. The study concluded its findings by highlighting that a relationship between brand communication and brand loyalty exists within the banking sector. The study recommends that banks should incorporate communication strategies as part of the overall business strategies to increase customer and brand loyalty. The researcher further recommends future research to include and explain other factors that influence brand loyalty in the banking sector, such as customers’ income, culture, and access to technology en
dc.format.extent 1 online resource (xi, 126 leaves): illustrations (some color) en
dc.language.iso en en
dc.subject Communication en
dc.subject Brand communication en
dc.subject Brand loyalty en
dc.subject Behavioural loyalty en
dc.subject Attitudinal loyalty en
dc.subject Brand trust en
dc.subject Customer satisfaction en
dc.subject Demographics en
dc.subject Case study en
dc.subject.ddc 659.19302
dc.subject.lcsh Communication in marketing -- South Africa en
dc.subject.lcsh Advertising -- South Africa -- Banks and banking -- Case studies en
dc.subject.lcsh Branding (Marketing) -- South Africa -- Case studies en
dc.title Brand communication and its influence on brand loyalty in the banking industry : an evaluation of First National Bank Customers en
dc.type Dissertation en
dc.description.department Communication Science en M.A. (Communication Science) en

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