Effect of Customer Trust on Performance in the Banking Industry (a Case of First Bank Plc Lagos)

Student: Justina GIFT ANYIM (Project, 2025)
Department of Marketing
Federal Polytechnic, Ado-Ekiti, Ekiti State

Abstract

This study examines the impact of customer trust on the performance of First Bank PLC in Lagos, focusing on key management staff and customers of the bank. The specific objectives are to determine the influence of customer trust on profitability, market share, and competitive advantage. A descriptive research design was employed using structured questionnaires for data collection. Descriptive statistical techniques such as frequencies and percentages summarized the data, while Pearson correlation tested the hypotheses. Findings revealed a significant positive relationship between customer trust and bank performance, particularly influencing profitability and competitive advantage, though trust had no significant impact on market share. The study recommends enhanced trust-building initiatives through transparency, improved service delivery, and active customer engagement.

Keywords
Customer Trust Bank Performance First Bank PLC Nigerian Banking Sector Customer Loyalty Relationship Marketing Profitability Market Share Competitive Advantage Lagos
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