AKANI, Godspower Henshaw
Department of Marketing, Faculty of Management Sciences
Rivers State University
akani.godspower@ust.edu.ng
EHIO, Victor Nzeyele
Department of Marketing, Faculty of Management Sciences
Rivers State University
ONYEGBULE, Chinweike Caesar
Department of Marketing, Faculty of Management Sciences
Rivers State University
ABSTRACT
This study investigated the relationship brand recognition and customer patronage of deposit money
banks in Port Harcourt. The population of the study was 24 deposit money banks. All the firms were
studied. 3 copies of questionnaire was distributed 3 respondents in each deposit money bank. The
respondents included customer relationship managers, business development managers and marketing
managers. The primary data collection instrument was designed in Likert scale of very low extent to very
high extent. Data collected from respondents was analyzed using the Pearson Product Moment
Correlation statistic; and relying on the Statistical Package for Social Science (SPSS0 version 20. The
results obtained showed that brand recognition has positive and statistically significant relationship with
customer patronage, through repeat purchase and customer retention. The study therefore concluded that
brand recognition relates to customer patronage of deposit money banks in Port Harcourt. Therefore, the
study recommends that managers of deposit money banks should undertake programmes that enhance the
recognition of their brands.
Keyword: Brand recognition, customer patronage, customer retention, repeat purchase