CUSTOMER LOYALTY AND FIRMS PERFORMANCE OF SELECTED PLASTIC MANUFACTURING FIRMS IN SOUTH SOUTH, NIGERIA

Abstract

The study was to determine the effect of customers loyalty and firms performance of selected plastic manufacturing firms in South South Nigeria. The study used quantitative research design. the population of the study is one thousand two hundred and forty six (1246) (Extracted from the personnel units of the selected firms, 2018). The sample size was determined using Taro Yemeni as shown in Equation. The instrument for data collection was structured questionnaire. The questionnaire was designed in structured response format, such that, the respondents would be precise with their answers and also free to express their opinion. The questionnaire items were designed based on 5-point likert scale. Strongly agree (SA) =5, Agree (A)= 4, Undecided (U)= 3, Disagree (D) =2, Strongly Disagree (SD) = 1. The study shall employ multiple regression models. From the findings, the study logically concludes that customer satisfaction, customer loyalty as construct dimensions of customer relationship management will result in significant increase on performance and vice versa. The result also revealed that customer loyalty has positive and significant effect on performance therefore recommended that organizations especially, manufacturing firms should continue to explore the opportunities of institutionalizing customer relationship management strategies in retaining their profitable customers.