THE ROLE OF CORPORATE IMAGE MANAGEMENT ON BANK'S PERFORMANCE (A COMPARATIVE STUDY OF FIRST BANK PLC AND UNION BANK PLC)

TITLE
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
representes 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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