The Impact of Product Quality on Brand Loyalty in Nigerian Retail Markets: A Study of Electronics Retailers in Plateau State
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Background of the Study
Product quality plays a pivotal role in shaping consumer preferences and loyalty in the competitive retail market. In Nigeria's electronics retail sector, customers often prioritize high-quality products due to the long-term value associated with their durability and performance (Ademola & Omisakin, 2024). Brand loyalty is influenced by a combination of product reliability, customer satisfaction, and perceived value, which contribute to sustained patronage over time. The Nigerian retail landscape, characterized by rapid growth and diversification, faces significant challenges in maintaining consistent product quality due to infrastructural, technological, and supply chain barriers (Chukwuma et al., 2025).
Electronics retailers in Plateau State operate in a dynamic environment influenced by socio-economic factors such as purchasing power, inflation, and technological advancements. Studies have shown that consumers in developing economies place greater emphasis on product quality due to limited disposable income and higher replacement costs (Eze & Nkwocha, 2023). Despite these demands, retailers face difficulties in aligning product offerings with customer expectations, often resulting in reduced brand loyalty and increased customer attrition (Okonkwo & Adebayo, 2024). This study aims to explore the relationship between product quality and brand loyalty, emphasizing the implications for retailers in Plateau State's electronics market.
Statement of the Problem
In recent years, electronics retailers in Plateau State have struggled with declining customer retention rates, attributed largely to inconsistencies in product quality. Many customers have reported dissatisfaction with counterfeit products, limited warranties, and substandard after-sales services (Akinola et al., 2025). This scenario has led to weakened trust in local brands, with customers increasingly opting for foreign alternatives. While several studies have investigated customer satisfaction in Nigeria's retail sector, limited research has focused on the specific impact of product quality on brand loyalty within the electronics niche. This gap in knowledge has hindered the development of effective strategies for improving customer retention and enhancing brand equity in the region.
Objectives of the Study
- To evaluate the relationship between product quality and brand loyalty among electronics consumers in Plateau State.
- To identify the key determinants of customer loyalty in the electronics retail sector.
- To recommend strategies for improving product quality to enhance brand loyalty.
Research Questions
- What is the relationship between product quality and brand loyalty among electronics consumers in Plateau State?
- What are the key determinants of customer loyalty in the electronics retail sector?
- What strategies can electronics retailers adopt to improve product quality and enhance brand loyalty?
Research Hypotheses
- There is a significant relationship between product quality and brand loyalty among electronics consumers in Plateau State.
- Key determinants such as customer satisfaction significantly influence brand loyalty in the electronics retail sector.
- Product quality improvement strategies positively impact brand loyalty in the electronics retail sector.
Scope and Limitations of the Study
The study will focus on electronics retailers in Plateau State, examining the perceptions and experiences of customers regarding product quality and brand loyalty. Limitations may include access to reliable data from retailers and the generalization of findings beyond Plateau State due to regional differences in retail dynamics.
Definitions of Terms
- Product Quality: The overall standard and performance of goods, including functionality, durability, and reliability.
- Brand Loyalty: The tendency of customers to repeatedly purchase products from a specific brand due to trust and satisfaction.
- Electronics Retailers: Businesses specializing in the sale of electronic devices and appliances.
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