THE IMPACT OF PRODUCT QUALITY ON BRAND LOYALTY IN NIGERIA (A CASE STUDY OF EKWULOBIA RESIDENCE).
ABSTRACT
THIS STUDY IS ABOUT THE DISCOVERIES ON THE RELATIONSHIP BETWEEN EXTRINSIC ATTRIBUTES OF PRODUCT QUALITY WITH BRAND LOYALTY IN NIGERIA. IT HELPS TO EXTEND THE UNDERSTANDING OF A COMMITMENT TO RE-PURCHASE A PRODUCT, DUE TO THE FEELINGS AND EFFECTS FORMED AS A RESULT OF THE RECEPTION OF QUALITY. RESULTS OBTAINED IN THE STUDY WITH THE EARLIER LITERATURE ARE CONSISTENT TO CONFIRM THAT ALTHOUGH THE PRODUCT IN STUDY WERE DIFFERENT FORM THE PRODUCT QUALITY BASED ON THE PERCEIVED QUALITY (EXTRINSIC ATTRIBUTE) WAS STILL FOUND TO HAVE SIGNIFICANT INFLUENCE ON THE BRAND LOYALTY. THIS HAPPENED BECAUSE THE CUSTOMER HAS DEVELOPED PERCEPTIONS THAT DERIVED FROM HIGH LEVEL OF CUSTOMER, AWARENESS, GOOD IMAGE FROM MARKETING ACTIVITIES SUCH AS ADVERTISING, SALES PROMOTION ETC. BY DOING THIS ONLY THE GAP CAN BE CLOSED WITH A CLEAR PICTURE ON THE EXTENDED SCOPE OF MARKET ENVIRONMENT WHICH CAN BE FURTHER EXAMINED. Continue reading THE IMPACT OF PRODUCT QUALITY ON BRAND LOYALTY IN NIGERIA