PSYCHOLOGICAL CAPITAL AS PREDICTORS OF CUSTOMER LOYALTY IN NKPOR SPARE PARTS MARKET, ANAMBRA STATE, NIGERIA

Abstract

The study examined psychological capital as predictors of customers’ loyalty in Nkpor Spare Parts Market, Anambra State, Nigeria, using 63 customers of 14 (22.2%) females, 49 (77.8%) males, agerang 28-66 years, mean-age 34.26 and SD 2.89. sampling was incidental method. Instruments were Customer Loyalty Scale and Psychological Capital Scale. Design was cross-sectional, with Multiple-Linear Regression statistics. Findings were first, hope had significant predictive effect on cognitive dimension of customer loyalty, while self-efficacy, resilience and optimism did not. Second, hope and self-efficacy had positive significant predictive effect on affective dimension of customer loyalty, while resilience and optimism did not. Third, hope had significant predictive effect on action dimension of customer loyalty, while self-efficacy, resilience and optimism did not. Recommendations were for business entities to learn to how maintain their customers’ loyalty with consistent communication in order to keep relationship with customers’ alive.