BRAND RELIABILITY AND CUSTOMER LOYALTY OF SELECTED FAST - FOOD FIRMS IN PORT HARCOURT METROPOLIS, RIVERS STATE –NIGERIA.
Keywords:
Brand Reliability, Customer Loyalty, Brand Credibility, Brand Trust worthiness, Brand believability.Abstract
The objective of this study was to explore the effect of Brand Reliability on Customer Loyalty of Selected Fast-Food Firms in Port Harcourt Metropolis. Data for the study was collected through self-administered questionnaire from the thirty (30) respondents, however, twenty one (21) of the distributed copies of questionnaire were returned and valid for analysis. The study adopted Krejcie and Morgan (1970) techniques to determine the sample size of (28) respondents, also regression analysis was adopted to test the hypotheses. The findings revealed that, Brand Credibility has positive effect on Customer Loyalty, Brand Trustworthiness has positive effect on Customer Loyalty and, Brand Believability has positive effect on Customer Loyalty. Based on that, the study recommended that, fast- food firms should build their brands to be more reliable, that reliable brands will surely appeal higher customer loyalty and, customer prove better loyalty in the course of brands that are remarkably reliable.