DETERMINANTS OF CUSTOMER LOYALTY OF SELECTED BREWED PRODUCTS IN ABUJA METROPOLIS

The main purpose of the study was to investigate the impact of customer satisfaction, perceived value, trust, and corporate image on customer loyalty of brewed products in Nigeria. The research adopted a survey design. The research instrument adopted for this study was the researchers’ self-structured questionnaire. Four hundred copies of the questionnaire were administered to the respondents drawn from the various joints and parks where brewed products are sold and consumed in Abuja Metropolis. The data was analyzed using descriptive statistics, bivariate correlation, and linear regression. The study found that customer satisfaction has a positive and significant effect on customer loyalty, perceived product value has a positive and significant effect on customer loyalty to brewed products in Abuja, corporate image has a positive and significant effect on customer loyalty of selected brewed products in Abuja, while trust in the brewed products on customer loyalty was found to be negative and insignificant, showing that it is a negative and insignificant determinant of the brewed products. The study recommends that to optimize customer loyalty, customer satisfaction, perceived product value, corporate image should be the major issues of interest to the brewery products companies in Abuja Metropolis. Strategies on these variables should be maintained since they were found to be positive and significant. However since trust was found to be negative, it should be improved to the point it can become positive to customer loyalty of the sampled firms in Abuja Metropolis.