GLADSON NWOKAH, Juliet
Department of Marketing, Faculty of administration Management
Rivers State University, Nkpolu, Port Harcourt
julietgladson24@gmail.com
JAJA, HAPPINESS, Peter
Department of Marketing, Faculty of administration Management
Rivers State University, Nkpolu, Port Harcourt
ekajaja20@gmail.com
OBIENU, AZUBUIKE, Ndubuisi
Department of Marketing, Faculty of administration Management
Rivers State University, Nkpolu, Port Harcourt
endyzubby@gmail.com
ABSTRACT
This study was aimed at enlightening business owners of the advantages of after-sales
services on customer patronage of fast-moving consumer goods in River State, Nigeria. Two
after sales service dimensions were employed; product delivery and complaint handling. The
survey research design was employed for the study. The population of interest for this study
comprised of 12 fast moving consumer goods firms in Rivers State as identified in Nigerian
Business Directory -Business-Link.com.ng. A total of 96 copies of questionnaire were
administered to management staff of the selected FMCG firms. Data obtained were analysed
using the Pearson Moment Correlation analytical tool on SPSS version 21.0. Findings
indicated that there is a significant relationship between the after sales services dimensions
(product delivery and complaint handling) and customer patronage of FMCG firms. The
implication of the finding is that after sales services serve as determinants of customer
patronage. Hence, management of FMCG firms should make aftersales variables a
prerequisite in their routine business activities.