African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

Physical architecture and customer patronage of banks in Nigeria: An empirical study

Kenneth C. Adiele
  • Kenneth C. Adiele
  • Department of Marketing, Faculty of Management Sciences, Rivers State University of Science and Technology, Port Harcourt, Nigeria.
  • Google Scholar
Bright .C. Opara
  • Bright .C. Opara
  • Department of Marketing, Faculty of Management Sciences, Rivers State University of Science and Technology, Port Harcourt, Nigeria.
  • Google Scholar


  •  Received: 14 September 2014
  •  Accepted: 16 December 2014
  •  Published: 31 December 2014

Abstract

This study assesses the impact of physical architecture on customer patronage of quoted banks in South-south zone of Nigeria. 14 quoted banks at the Nigeria Stock Exchange Market were used for the study. The research considered firm level of analysis and top managers unit of analysis. Customers of the chosen banks were also used. By this arrangement, 42 managers and seven customers randomly selected constituted our respondents for the study. Descriptively, data were generated and presented while inferentially, the Spearman’s Rank Correlation Coefficient was used in testing the postulated hypotheses. The result of the analysis showed that there is a positive and significant correlation between physical architecture and customer patronage. The study specifically revealed that physical architecture significantly impacts sales volume, profit margin, and customer retention. Furthermore, the study concluded that physical architecture strongly affects customer patronage. The authors therefore recommended that the improvement on customer patronage is predicated on the bank’s ability to efficiently improve on its operational equipment and to ensure that they perform optimally while reducing customers’ waiting time.

 

Key words: Spatial layout, functionality and retail bank patronage.