Meet IDRIS ADEKUNLE ABIODUN, an Academic Staff of Lagos State University.


Strategic Marketing And Brand Equity Management


Associate Professor / Reader




At the Marketing department office

Visiting Hour

Appointment on Visitation important

Research Interest

Topic: Strategic Marketing, Brand Equity Management And Small Businesses

Description: My current researches have been discussed under the section for Research in Progress/Completed. Therefore, i am discussing here my areas of Research Interest/Focus.My areas of research interest/focus are Marketing strategies, Brand equity and Small businesses. Findings from my researches, which are mainly team based in line with current world best practices, have been presented at a number of conferences and published in both local and international referred Journals.These have generated keen academic interests and discussions. I have made modest contributions to the existing body of knowledge particularly in the areas of development of a framework for measuring the effects of competitive forces on the performance of small businesses; succession issues in the entrepreneurial management of SMEs; developing marketing orientation in small businesses, etc.


# Certificate SchoolYear
1. Ph.D (Business Administration) Department of Business Administration, Lagos State University, Ojo, Lagos, Nigeria 2012

Current Research


Research Details

Introduction: Commercial Banks are unable to ascertain the extent to which service quality affects patronage and customers loyalty. The study sought to fill this lacuna using GTBank Plc as a case study. Objectives: To examine the areas where banks can improve their service offerings in order to boost their customers satisfaction level and retain their patronage; and to determine the extent to which service quality affects customers loyalty. Research Methods/Approach: Survey design was adopted with a well structured questionnaire used to gather primary data from target respondents who are customers of GTBank in Ojo and Ikorodu divisions of Lagos state. Pearson s correlation coefficient was used to test the hypotheses. Tests were done at 5% level of significance. Results: The findings show that there is a significant relationship between service quality and customers loyalty, r = 0.498, N = 114, P 0.01 , the implication of this result is that 1% shift in service quality will cause 49.8% shift in customer loyalty. Research Implications/Contribution to knowledge: The study concludes that customers perceive service quality as a reason to continuously patronize a bank and that Banks should endeavour to improve the quality of their services by training and motivating their staffs particularly the touch point staff in order to deliver best service to customers.


IDRIS ADEKUNLE is a Associate Professor / Reader at the Department of Marketing

IDRIS has a Ph.D in Business Administration from Department of Business Administration, Lagos State University, Ojo, Lagos, Nigeria

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