EFFECTS OF PRODUCT QUALITY ON BRAND LOYALTY(A STUDY OF NOKIA MOBILE PHONE)
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ABSTRACT
This study was carried out on the effects of product quality on brand loyalty using Nokia Mobile Phone as a case study. The study was embarked on to specifically determine the perception of Nokia Mobile Phone users regarding the quality of the product; ascertain the relationship between product quality (i.e. Nokia Mobile Phone’s quality) and the brand loyalty of its users; determine how the phone’s ‘User friendliness’ affects customers’ retention/loyalty level; and assess the extent of impact to which the phone’s affordability affects customers’ retention/loyalty. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprised of Nokia Mobile Phone users in Asaba, Delta State. In determining the sample size, the researcher conveniently selected 160 respondents and 141 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables, and mean-standard deviation, while the hypotheses were tested using Chi-square statistical tool. The result of the findings reveals that there is a relationship between Nokia Mobile Phone’s quality and the brand loyalty of its users. Furthermore, the study revealed that Nokia Phone’s ‘User friendliness’ affects customers’ retention/loyalty level. Therefore, management of firms must establish an interactive metrics that will keep track of the level of their product quality based on the customer perceptions, as a fall or rise in product quality can either reduce or increase the level of customer satisfaction, which in turn can make the level of customer loyalty.
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