Analysing the Impact of Cognitive Experience on Organisational Performance of Deposit Money Banks in Southwest Nigeria

Abstract

This study examines the impact of cognitive customer experience on the organisational performance of Deposit Money Banks (DMBs) in Southwest Nigeria. Recognizing that customer experience is a strategic driver in the service industry, the research isolates the cognitive dimension encompassing customers’ perceptions of service clarity, competence, and value delivery as a key predictor of organizational outcomes. A descriptive survey design was adopted using a structured questionnaire administered to 461 customers from three Tier 1 banks: Zenith Bank, Access Bank, and First Bank. A final sample of 429 valid responses was analysed using descriptive statistics, Pearson correlation, and linear regression. The findings show a strong and statistically significant relationship between cognitive experience and organizational performance, with cognitive experience explaining 78.2% of the variance. This explains the critical role of customers’ rational evaluations especially regarding professionalism, communication clarity, and service efficiency in influencing profitability, customer loyalty, and brand strength. The study concluded that banks must prioritize the cognitive aspects of customer experience to improve long-term performance and maintain a competitive edge. The research adds to existing literature by offering empirical validation from the Nigerian banking context. It recommended that banks strengthen internal systems, training, and communication strategies to reinforce positive cognitive perceptions.