BRAND ACTIVISM AND MILLENNIAL CONSUMER LOYALTY OF CODED HEALTH FACILITIES IN PORT HARCOURT

Abstract

This study investigated the relationship between Brand Activism and Millennial Consumer Loyalty of Coded Health Facilities in Port Harcourt. Specifically, the objectives of the study were to determine how public health advocate and healthcare accessibility relate to consumer trust and customer satisfaction of coded health facilities in Port Harcourt. The research design adopted was the correlational research design and the chosen population for this study comprised of consumers of twenty-two (22) coded health facilities in Port Harcourt. This population is infinite (unknown). Krejcie and Morgan table was used to determine a sample size of 384 consumers. However, only 361 visitors of this health facilities served as respondents and provided data for the study through questionnaire that was designed in the Likert 5-point scale of strongly disagree to strongly agree. Spearman Correlation (rho) was used to test all four null hypotheses. From results of the analysis it was revealed that public health advocacy and healthcare accessibility which served as proxies of brand activism positively and significantly relate with consumer trust and customer satisfaction (i.e. measures of millennial consumer loyalty) of coded health facilities in Port Harcourt. Based on these findings, it was concluded that brand activism, specifically through dimensions such as public health advocacy and healthcare accessibility, significantly impacts consumer trust and customer satisfaction within healthcare firms in Port Harcourt. Therefore, the study recommended amongst others that healthcare centers should invest in public health campaigns that address prevalent health issues in the region. This could involve organizing community health programs, collaborating with government agencies, or supporting vaccination drives to demonstrate their commitment to societal well-being.