PREDICTIVE ROLE OF QUALITY OF SERVICE AND TRUST ON CUSTOMER LOYALTY IN AUTOMOBILE SPARE PARTS MARKET NKPOR, ANAMBRA STATE, NIGERIA

Abstract

The study investigated predictive role of quality of service and trust on customer loyalty in automobile spare parts market, Nkpor, Anambra State, Nigeria. Participants were 109 customers at Nkpor Automobile Spare Parts, Anambra State, Nigeria (with average age 39.77 and standard deviation 10.60) of 248 males and 32 females drawn with incidental sampling. Measuring instruments were Service Quality Scale, Consumer Trust Scale, and Customer loyalty scale. Hierarchical linear regression statistics was used for data analyses. Findings were: Quality of service dimensions (tangibles, reliability, responsiveness, and assurance) predicted customer loyalty positively; empathy dimension negatively predicted customer loyalty; trust dimensions like employees, experience, and dependability significantly predict customer loyalty; and finally experience negatively predicted customer loyalty. Recommendations were for awareness programme involving quality of service and trust in businesses to be created among business owners. This will help widen their understanding on how to maintain customer loyalty.