THE IMPACT OF CUSTOMER SATISFACTION ON BRAND LOYALTY
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THE IMPACT OF CUSTOMER SATISFACTION ON BRAND LOYALTY
This study aimed to explore the impact of customer satisfaction on brand loyalty, with specific objectives to examine the relationship between customer satisfaction and repeat purchase behavior, assess the influence of satisfaction on brand advocacy, and determine how satisfaction affects customer retention rates. A survey design was selected to collect data from a wide sample of consumers, providing robust and generalizable findings. Taro Yamane’s formula was used to derive a sample size of 400 respondents from the fast-moving consumer goods (FMCG) industry in Abuja. The reliability coefficient score for the survey was 0.91, indicating excellent reliability. The findings showed a strong positive correlation between customer satisfaction and brand loyalty, with satisfied customers more likely to repurchase, recommend the brand, and remain loyal. Recommendations include prioritizing customer satisfaction initiatives and continuously monitoring satisfaction levels to strengthen brand loyalty and drive long-term business success.
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