IMPACT OF QUALITY CUSTOMER SERVICE AND BRAND PERCEPTIONOFCOMMERCIALS BANK IN BENIN CITY

This study examined the relationship between quality customer service and brand perception among commercial bank customers in Benin City, Nigeria. The research focused on four key dimensions of customer service: employee performance, good communication, quick responsiveness, and empathy, assessing their impact on brand perception. A total of 385questionnaires were distributed to customers within the Benin Metropolis, with 380 successfully retrieved and analyzed. The study adopted a quantitative research design, utilizing descriptive statistics and regression analysis to evaluate the data. The findings reveal that employee performance, quick responsiveness, and empathy have a significant positive relationship with brand perception, indicating that ef icient service delivery and customer engagement enhance brand perception. However, good communication does not significantly influence brand perception, suggesting that customers may prioritize service ef iciency and personalized interactions over mere information exchange. Based on these findings, the study recommends that commercial banks invest in employee training programs, enhance service responsiveness through technology-driven solutions, and foster a customer-centric approach emphasizing empathy to improve brand perception. Additionally, banks should focus on optimizing service delivery rather than solely improving communication strategies to strengthen their competitive advantage in the banking sector