African Journal of Agricultural Marketing

African Journal of Agricultural Marketing ISSN: 2375-1061 Vol. 3 (2), pp. 193-199, February, 2015. © International Scholars Journals

Full Length Research Paper

Customers Patronage with regards to physical architecture: A survey on banks in Southern Nigeria

Okonkwo T. Vincent

Department of Marketing, Faculty of Management Sciences, Delta Sate University, Abraka, Nigeria.

Accepted 4 January, 2015


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.