Service Quality and Brand Switching Behaviour of Flour Users in Federal Capital Territory, Nigeria

Ogemdi Nneoma, Ph.D Ezenta, and Joseph Odeh
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Ogemdi Nneoma, Ph.D Ezenta,: Department of Business Administration and Management, Nigeria Navy College of Accounts and Finance, Owerrinta, Abia State
Joseph Odeh: Department of Marketing, University of Nigeria, Enugu Campus.

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 6, 656-666

Abstract: This study examined the association between service quality and brand switching behaviour of flour users in the Federal Capital Territory (FCT), Nigeria. In line with the objectives of the study, two hypotheses were formulated. The survey research design was adopted for the study. The study population comprised all the bakers in FCT, Nigeria with a sample size of sixty (60) which was conveniently drawn from the population. The questionnaire was the instrument for data collection. Kendall tau_b was employed in testing the hypotheses formulated. The findings revealed a significant positive relationship between value-added service; promotion activities and brand switching behaviour. The study concludes that excellent service quality attracts customers to the company’s brand. The study recommends, amongst others, that Firms should prioritize the integration of special pricing, free trials, and gifts strategies to stimulate large-volume sales. Flour milling firms should consider employees’ training to enhance their capacities in effectively managing customer interactions and mitigating unnecessary customer turnover.

Date: 2024
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