Factors Affecting Customer Loyalty In Food Processing Industry A Case Of Ahwan And Two Brothers Food Complex Plcs

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This study sought to investigate the factors affecting customer loyalty in food processing industry: a case of AHWAN and TWO BROTHERS Food Complex PLCs in Adama city, eastern Oromia region. Quantitative research approach along with explanatory research design was applied. Customers of the two companies were considered as a study population, of which asample size of 385respondents were selected through convenience non-probability sampling technique. Self-administered questionnaires were used to collect the primary data. A total of 328 valid and usable responses were collected and used for analysis by the help of SPSS 20.0 software application. The findings showed that all the five factors namely customer satisfaction, commitment, trust, perceived quality and company image had positive and significant effect on customer loyalty at p-value< 0.05. Each factor had positive and significant effect on overall customer loyalty. Amongst the predictors, perceived quality took relatively the highest value (B= .231) followed by customer satisfaction (B= .228), and company image (B= .211). Trust (B= .126) and commitment (B=.101) had relatively the least effect on customer loyalty of AH-WAN and Two Brothers food companies’ products in Adama city. In conclusion, all the five underlying determinants are good predictors of customer loyalty. It is better to invest more on product quality so as to get more benefit emanated from customer loyalty.rnKeywords: Business Marketing Offer, Industrial Chemical Manufacturers, Advice Offer, Bottled Water Factories, Adaptation Offer, B2B Marketing

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Factors Affecting Customer Loyalty In Food Processing Industry A Case Of Ahwan And Two Brothers Food Complex Plcs

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