CUSTOMER EXPERIENCE MANAGEMENT AND REPEAT PATRONAGE OF BOTTLED WATER PRODUCERS IN RIVERS STATE, NIGERIA
Abstract
This paper explored customer experience management and repeat patronage of bottled water producers in Rivers State. The aim of their study was to determine the relationship between customer experience management (customer focus, interaction management and product improvement) and repeat patronage (repurchase intention and repeat purchase) of bottled water producers in Rivers State. The study adopted the positivist research philosophy and correlational research design. The population of this study consisted of 100 managerial staff drawn from all the 25 bottled water companies registered with the Water Producers Association of Nigeria (WAPAN), Rivers State Chapter. The census sampling technique was employed where all the members of the population were used as sample for the study. A structured questionnaire was used to collect data from the respondents. The data collected were analyzed statistically while the Spearman Rank Order Correlation Coefficient (rho) was used to test the hypotheses. The SPSS software program version 23.0 was used to aid the bivariate analysis. The findings revealed that customer focus has a significant relationship with repurchase intention and repeat purchase of bottled water brands in Rivers State. The study also revealed that interaction management has a significant relationship with repurchase intention and repeat purchase of bottled water brands in Rivers State. The study equally revealed that product improvement has a significant relationship with repurchase intention and repeat purchase of bottled water brands in Rivers State. Based on the findings, it was concluded that customer experience management such as customer focus, interaction management and product improvement are significant predictors of repeat patronage of bottled water producers in Rivers State. The study therefore recommended that companies should put their customers first beyond every other thing by focusing on their needs and expectations, interacting with them regularly to identify their changing needs and preferences and continuously improving the quality of products offered to give customers a pleasant and memorable experience that will lead to repeat patronage of their brand.