Behavioural Effect of Promotion on Cussstomer Loyalty among Selected Banks in Jigawa State

Abstract

This study examined the behavioural effect of Promotion on customer loyalty in the banking sector of Jigawa State, Nigeria. The study adopted the Behavioral Perspective Model (BPM) The study used multiple regression analysis to analyse data from 2,662 customers across four banks; Zenith Bank, Fidelity Bank, First Bank Nigeria Plc, and UBA.  The findings revealed a significant impact of specific promotion on customer loyalty, such as the type, objectives, and sometimes the duration and frequency of promotions. In line with the findings, this study among other recommendations indicated that the varying effectiveness of promotional strategies across different banks, a customer-centric approach tailored to each bank’s clientele’s demographic and cultural context is crucial. All banks should consider employing advanced analytics to gain deeper insights into customer preferences and behaviours. This could inform more personalized and effective promotional strategies.