Abstract

Okonkwo T. Vincent

This study assesses the impact of physical architecture on customer patronage of quoted banks in Southsouth zone of Nigeria. 14 quoted banks at the Nigeria Stock Exchange Market were used for the study. The
research considered firm level of analysis and top managers unit of analysis. Customers of the chosen
banks were also used. By this arrangement, 42 managers and seven customers randomly selected
constituted our respondents for the study. Descriptively, data were generated and presented while
inferentially, the Spearman’s Rank Correlation Coefficient was used in testing the postulated hypotheses.
The result of the analysis showed that there is a positive and significant correlation between physical
architecture and customer patronage. The study specifically revealed that physical architecture
significantly impacts sales volume, profit margin, and customer retention. Furthermore, the study
concluded that physical architecture strongly affects customer patronage. The authors therefore
recommended that the improvement on customer patronage is predicated on the bank’s ability to efficiently
improve on its operational equipment and to ensure that they perform optimally while reducing customers’
waiting time.