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Managing a crisis of confidence in Nigeria's banking and financial industry |
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| Authors: | Cornelius B. Pratt Eddy A. Ademosu Wole Adamolekun Lanre Alabi Ronald L. Carr |
| Affiliation: | a Department of Strategic Communication, 216 Weiss Hall, Temple University, Philadelphia, PA 19122-6021, United States b Association of Corporate Affairs Managers of Banks, Nigeria c Union Bank of Nigeria PLC, Corporate Affairs Department, Head Office, Stallion Plaza, 22nd Floor, 36 Marina, P.M.B 2027, Lagos, Nigeria d The African Public Relations Association, Plot 1012, Cadastral Zone, Central Business District, A00, P.M.B. 609, Garki, Abuja, Nigeria e Prospers Strategy & Marketing Communications Ltd., P.O. Box 3311, Marina, Lagos, Nigeria f Communications Program, 6F Azabu Hall, Temple University Japan, 2-8-12 Minami-Azabu, Minato-ku, Tokyo 106-0047, Japan |
| Abstract: | 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. |
| Keywords: | Banks Crisis of confidence Ethics Nigeria Relationship commitment Trust |
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