Brand Image, Customer Satisfaction and Consumer Purchase Intentions in the Banking Sector of Nigeria: Can Service Quality Strengthen the Relationship

The marketing concept holds that the key to realizing the goals of the organization lies in the ability of the organization in creating, delivering and communicating customer value to the target market more effectively compared to the competitors. This research examined brand image, and customer satisfaction as determinants of purchase intention with the moderating role of service quality. A quantitative research which employed both survey and cross-sectional research designs. The study has an infinite population with a sample size of 422. Purposive sampling techniques were employed in the process of administering the copies of questionnaires to respondents. Partial Least Square Structural Equation Modelling (PLS-SEM) was utilised to ascertain the hypothesised relationship. The findings of the study suggested that brand image, customer satisfaction and service quality have a positive and significant effect on purchase intentions. In addition, service quality significantly moderated the relationship between brand image and purchase intentions and customer satisfaction and purchase intentions. The study recommends that managers should improve service quality in clients' views, such as improving banking facilities, commitments to the customer, the interaction between the staff and the client, being ready to listen to the concerns of customers, and being prepared to solve the problems of customers.