Effect of Corporate Reputation on the Performance of the selected Commercial Bank in Enugu State, Nigeria

Abstract

The purpose of this study focuses on the effect of corporate reputation on the performance of the selected Commercial Bank in Enugu State, Nigeria. Specifically the study aimed to pursue the following objectives: to determine the effect of quality product on customer satisfaction in Commercial Bank in Enugu State Nigeria, to ascertain the nature of the relationship between good working condition and productivity of Commercial Bank in Enugu state Nigeria, to ascertain the extent to which social responsibility affect creativity and innovation in commercial Bank in Enugu state Nigeria. The study has a population size of 355, out of which a sample size of 188 was realized using Taro Yamane’s formula at 5% error to tolerance and 95% level of confidence. Instruments used for data collection were primary questionnaires and interview. The total numbers of 188 copies of the questionnaire were distributed while 177 copies were returned and 11 copies were not returned. Survey research design was adopted for the study. Three hypotheses were tested using Pearson product moment correlation coefficient and simple linear regression tool. The findings indicated that quality product significantly affects productivity in selected Commercial Bank (r = 0.742 , t =6. 541; F= 143.525; p< 0.05). T here is a positive relationship between good working environment and productivity in selected Commercial Bank (r =. 955, P<.05). Social responsibility to a larger extent significantly affect creativity and innovation in selected Commercial Bank (r= 0.736; t= 14.362; F= 206.279; p < 0.05) . The study concluded that a c orporate reputation is a tool used by firms to attract the best employees, raise capital effectively, become a good community member, or gain and retain loyal customers. The study recommends that organizations should ensure that their product are of good quality that will serve as a competitive tool to win the market, retain the new customer and that will enhance productivity and increase profitability.