Dr. Michael Segun Ogunmuyiwa
Department of Business Administration,
Olabisi Onabanjo University, Ago-Iwoye, Nigeria
msogunmuyiwa@oouagoiwoye.edu.ng
08055430044.
&
Tunde-Arigbede Oludunni Toyosi
Department of Business Administration,
Olabisi Onabanjo University, Ago-Iwoye, Nigeria
oludunni.tundearigbede@gmail.com
08101395566, 09093510445
Abstract
This study examined the effect of emotional experience on organisational performance through financial product adoption in commercial banks in Oyo State, Nigeria. Specifically, it investigated how emotional cues such as trust, empathy, friendliness, and reassurance influence customers‟ adoption of financial products and, consequently, organisational performance outcomes such as retention, profitability, and product usage. The study employed a cross-sectional explanatory survey design, targeting retail customers of three leading Tier-1banks (Zenith Bank Plc, Access Bank Plc, and Guaranty Trust Bank Plc). A total of 461respondents were selected using a two-stage sampling technique combining proportionate stratified and purposive sampling. Primary data were collected via a structured, self administered questionnaire adapted from validated instruments. Content validity was confirmed by marketing experts and bank managers, and pilot testing yielded Cronbach‟s αvalues above 0.87 for all constructs. Ethical clearance was obtained, and informed consent was secured from all participants. Data were analysed using descriptive statistics, hierarchical multiple regression, and bootstrapped mediation analysis (5,000 resamples) in SPSS 25 and PROCESS macro v4.2, controlling for age, gender, income, education, relationship duration, and bank type. Results indicated that emotional experience significantly predicted organisational performance, explaining 71.9% of the variance (R² = 0.719, p < 0.001), while financial product adoption partially mediated this relationship. These findings suggest that customers‟ emotional responses to banking interactions, particularly trust, empathy, and friendliness, substantially influence product uptake and performance outcomes. The study concludes that fostering positive emotional experiences should be a strategic priority for banks aiming to enhance organisational performance. Recommendations include personalized customer engagement, empathy-focused staff training, emotionally resonant product communication, and monitoring of emotional experience metrics to strengthen financial product adoption and customer loyalty.
Keywords: commercial banks, emotional experience, financial product adoption, Nigeria, organisational performance, Oyo State.
