RESEARCH JOURNAL OF BUSINESS AND ECONOMIC MANAGEMENT
Integrity Research Journals
ISSN: 2756-6676
Model: Open Access/Peer Reviewed
DOI: 10.31248/RJBEM
Start Year: 2017
Email: rjbem@integrityresjournals.org
Role of relationship marketing on customers’ brand loyalty of Intercontinental Distillers Company Limited Products in Jos North Local Government Area of Plateau State
https://doi.org/10.31248/RJBEM2024.095 | Article Number: 1E1F04C91 | Vol.7 (1) - October 2024
Received Date: 15 March 2024 | Accepted Date: 25 April 2024 | Published Date: 30 October 2024
Authors: Okpara Jude Arinzechukwu* , Isaac Jonathan Maude , Hope Homey Nwobi and Azuakolam David Micah
Keywords: Service Quality, Commitment, communication, customer brand loyalty, relationship marketing, trust
The study examines the effect of relationship marketing on customers' brand loyalty to intercontinental distillers’ company products in Jos North Local Government Area of Plateau State. It aimed to examine the effect of organization trust, organization commitment, organization communication and organization service quality and customer loyalty in Jos. A descriptive survey was used for the research study and the sample size of two hundred and eighty-seven (287) was selected using simple random sampling techniques while data used were obtained from only primary sources using structured questionnaires. Data was organized and presented in simple statistical tables while the multiple linear regression analysis was used to analyse the data collected from the findings. The result revealed that trust, commitment, communication and service quality has a significant relationship on customer brand loyalty of Intercontinental Distillers Company Limited products. It recommended that, organization trust, organization commitment, organization communication and organization service quality by intercontinental distillers should designed products awareness through public relations, podcasts, training work shop, and customers feedback channel so as to achieve more desired repurchase in terms of customers brand loyalty of intercontinental distillers company products.
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