Strategic Communication and Brand Loyalty: A Study of GTBank’s Communication Strategies and Customer Retention in Awka

Brand loyalty in Nigeria's highly competitive banking sector has become increasingly dependent on the quality and consistency of banks' strategic communication, as customers navigate multiple options and exercise greater informational power through digital review platforms and social media. This study examined the strategic communication approaches of Guaranty Trust Bank (GTBank) and their relationship with customer retention and brand loyalty among account holders in Awka, Anambra State. The study was anchored on the Integrated Marketing Communication (IMC) Theory, which holds that organisations maximise communication impact by consistently coordinating messages across multiple touchpoints to create unified brand narratives. A descriptive survey design was adopted, targeting a population of 2,800 GTBank customers in the Awka metropolis. A sample of 338 respondents was selected through convenience sampling at GTBank branches, and a structured questionnaire assessed communication touchpoint exposure, brand perception, and loyalty intention. Findings indicated that digital communication channels, particularly the GTBank mobile application interface and social media customer service, were the most influential communication touchpoints for loyalty reinforcement. Respondents rated responsiveness to complaints and personalised communication as more important to loyalty than advertising reach or product diversity. A significant positive correlation was established between perceived communication quality and customer intention to maintain and expand their banking relationship with GTBank. The study concluded that GTBank's strategic communication effectively builds brand loyalty when it prioritises responsiveness, personalisation, and digital convenience. It was recommended that the bank invest further in real-time digital customer service communication and develop loyalty communication programmes tailored to specific customer segments in the Awka market.
Keywords: strategic communication, brand loyalty, GTBank, IMC theory, customer retention