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Managing a crisis of confidence in Nigeria's banking and financial industry
An ongoing crisis of confidence in the banking and financial industry in Nigeria's emerging
economy calls for using integrated marketing communications (IMC) in optimizing five
potentially normative actions as a beachhead in procuring corporate benefits from three variables
that predict significantly customers’ favorable impressions of business: satisfaction, trust,
relationship commitment. The actions: (a) personalize the stakeholder experience, (b) integrate
ethics into the workplace and into corporate communications, (c) participate in training sessions
in applied ethics, (d) use brandstanding expansively and integratively, and (e) conduct rigorous
outcomes assessment and disseminate its results promptly to stakeholders