Corporate Reputation on Performance of Banking Industries in Nigeria: Using PLS-SEM Tool of Analysis

This analysis examines the influence of corporate reputation on performance of banking industries in Kano state North-West of Nigeria. A survey with 384 qualified observations from financial institutions’ customers in Kano was conducted. Partial Least Squares (PLS-SEM) was used as an alternative to covariance-based SEM, which provides researcher with some flexibility in terms of model complexity and relationship specification.. The model shows corporate reputation that is a reflective construct that has a significant direct effect on performance. The results, besides indicating the suitability of the PLS in statistical analysis, has also contributed to a better understanding of Banking customer in Kano which hitherto has not been tested. Findings are useful for policy makers, management of banking industries and practitioners to enhance corporate reputation, Implications for research and practice and future recommendations are discussed. Keywords: Corporate Reputation, Performance, Banking Industries, PLS-SEM, Nigeria.