EFFECT OF CUSTOMER SATISFACTION ON CUSTOMER LOYALTY IN YOGHURT COMPANIES

The number of yoghurt companies in Nigeria is on the rise; however, the discernible level of service delivery failure suggests a prevalent ineffectiveness in customer relations. This study therefore became imperative due to the effect of this fluctuation on customer loyalty to yoghurt companies. To tackle this issue, marketers employ diverse tools and strategies aimed at retaining both current and potential customers. This quantitative study investigates the effect of customer satisfaction on customer loyalty in yoghurt companies. The research utilizes survey and cross-sectional research designs to collect data from respondents, employing a systematic sampling technique. Given the infinite population size, data was collected from a sample of 397 customers of these yoghurt companies. Regression was applied to analyze the data and test the hypothesized relationships. The findings reveal that customer satisfaction impact on customer loyalty. It was recommended that managers should foster customer satisfaction as this will ultimately lead to increased customer loyalty.