MARKETING

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 385 questionnaires 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 efficient service delivery and customer engagement enhance brand perception. However, good communication does not significantly influence brand perception, suggesting that customers may prioritize service efficiency 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

This study examines impact of Advertising an Brand Awareness on consumer goods in
the benin city goods market, focusing on traditional advertising, digital advertising, social media advertising, search engine optimization and email advertising, its strategies and processes. This study utilized a sample size of 400 respondents, out of which 382 completed questionnaires were retrieved and analyzed. A quantitative analysis was adopted employing descriptive statistics ( frequency, mean, percentage) and inferential statistics (regression analysis) to assess the relationship between advertising dimension (traditional advertising, digital advertising, social media advertising, search engine optimization, email advertising), brand awareness and consumer goods. The findings reveal that traditional advertising has positive impact on brand awareness of consumer goods in Benin city, it also reveals that digital advertising has significant increase to brand awareness of consumer goods, but that however cultural factors has influence on advertising and brand awareness of consumer goods. Based on these findings, the study recommends that small and medium scale enterprises should adopt traditional advertising,Traditional ads with digital elements should be combined by businesses to drive engagement and create more awareness, Companies should invest in digital marketing strategies. Furthermore, Business brands should tailor their advertising messages to reflect cultural values and social movements, making them more relatable to diverse consumer segments.