REPEAT PURCHASE INTENTION AND BRAND LOYALTY VERSUS CUSTOMER LOYALTY TO HAND HELD PHONES IN OWERRI, NIGERIA

Abstract

This paper investigated the effect of customers’ intention to repeat purchases and brand loyalty on customer loyalty/ sales of selected hand-held phones in, Owerri, Imo State, Nigeria. The population of this study was derived from customers of four selected brands. Simple Random Sampling technique was used to reach out to eighty (80) customers of four brands studied. This resulted in 320 respondents. A structured questionnaire was used for data collection, and 320 copies of the questionnaire were distributed, out of which 268 (84%) was returned and useful for the study. The analysis was performed with the multiple correlation technique. The Statistical Package for Social Sciences (SPSS) version 22.0, was used to do the analysis, and findings indicated that attributes such as brand awareness, brand association, perceived quality and brand loyalty, are all important in customers’ loyalty. The study concludes that repeat purchase is positively affected by brand equity.  This study recommends that management of the companies studied need to do more on creating brand awareness as a way to increase brand equity. They should also, explore other efforts aimed at increasing service levels, in order to increase repeat purchases.