VALUE CO-CREATION ADOPTION AND CUSTOMER LOYALTY OF APPAREL DESIGNERS IN NIGERIA; THE MODERATING ROLE OF SOCIAL MEDIA NETWORK

Abstract

This study determined the influence of social media on the relationship between value co-creation adoption and customer loyalty of apparel designers in Nigeria. Data for the study was gathered through structured questionnaires distributed to 100 potential and actual customers of the Top 10 Rated Nigerian Apparel Designers using technology to grow their business. The data were analyzed using Pearson Product Moment Correlation Coefficient (PPMC) to test the hypothesis and determine the degree of relationship between the value co-creation adoption and customer loyalty while Partial Correlation Statistical Tool was used to determine the moderating role of social media network on the relationship between value co-creation adoption and customer loyalty of the studied apparel Designers. The findings revealed a positive and strong relationship between the variables. Based on the findings, the study concluded that; there is a significant relationship between value co-creation and customer loyalty and social media networks significantly influence the relationship between value co-creation adoption and customer loyalty of apparel designers in Nigeria. Built on the conclusions, the study recommended that: Apparel designers should continue utilizing social media platforms to engage existing customers and attract potential ones. Apparel designers that seeks to build and sustain customer loyalty should consider the adoption of value co-creation imperative. Apparel designers should continue incorporating customer reviews on the quality of product offerings, given ideas, experience expressed, and information based on their taste and preferences in the value co-creating process to gain and sustain competitive advantage within the industry locally and globally.