Brand Experience and Customer Retention By Soft Drink Firms
A Study Of Coca Cola And 7up Bottling Companies In South Eastern Nigeria
DOI:
https://doi.org/10.54099/jdemp.v2i2.580Keywords:
behavioural experience, brand experience, customer retention, loyalty, satisfaction, trust.Abstract
The research examined the relationship between brand experience and customer retention with Coca Cola and 7up Bottling Companies as case study and South Eastern Nigeria as the study area. The study specifically investigated how affective and behavioural experience as dimensions of brand experience relate with customer satisfaction, trust, and loyalty which are key ingredients that enhance the ability of organizations to retain their customers. It was empirical survey research design rooted in mixed research philosophy. The population and sample size were estimated 300 respondents shared equally to the five states that constitute South Eastern Nigeria. Individual respondents from the states were randomly selected through convenience sampling technique. Questionnaire was the data collection instrument and the collected data analyzed with Analysis of Variance (ANOVA). The result showed that all the variables under investigation – affective and behavioural experience have direct, positive and significant relationship with customer satisfaction, trust, and loyalty that are core variables on which Coca Cola and 7up Bottling Companies depend on not only to attract customers but also to retain them for future business. Based on the findings, the research concluded that brand experience is a strong marketing variable with great influence on customers buying behaviour.
Standing on the conclusion, Coca Cola and 7up Bottling Companies and other soft drink producing companies in Nigeria were adviced to devote serious attention to research and development in order to enhance customers brand experience for their products as a strategy not only to attract them but also to retain them for future business.
Key Words: Affective experience, behavioural experience, brand experience, customer retention, loyalty, satisfaction, trust.
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