Promotion-Focused Inclinations and University Academic Staff Patronage of Deposit Money Banks in Rivers State

Abstract

The aim of this study was to investigate the relationship between Promotion-focused inclinations and University academic staff patronage of Deposit Money Banks in Rivers State. Drawing on the Self-Regulatory Focus Theory, the paper argues that Promotion-focused inclinations can influence customer patronage of these banks’ products. Primary data collected with structured questionnaire from seven hundred and ninety-two (792) academic staff of three Universities in Rivers State, were analyzed using the Spearman’s rank order correlation coefficient, as obtained in SPSS version 20.0. The study found a significant and positive relationship between Promotion-focused orientations of the University academic staff and their patronage of the Deposit Money Bank. The paper, therefore, recommends that Deposit Money Banks in Rivers State soliciting for patronage from these University Academic Staff should offer bank products that are in tandem with promotion orientations of their value customers.

Keywords: Accomplishment Inclination, Advancement Inclination, Customer Patronage, Personal Development Inclination, Promotion-focused inclinations, Self-Regulatory focus.