OGONU, Gibson Chituru
Department of Marketing
Faculty of Management Sciences
Rivers State University, Port Harcourt
gibsonogonu@gmail.com
IHUNWO, Elvis C.
Department of Marketing
Faculty of Management Sciences
Rivers State University, Port Harcourt
elvisihunwo@gmail.com
Abstract
This study examined the requirements of product quality and customer loyalty of paints manufacturing
firms in Port Harcourt. This study adopted a cross-sectional survey and correlation investigation to
establish relationship between product quality and customer loyalty of paints manufacturing firms in a
non-contrived setting. Both primary and secondary methods of data collection were used to obtain
relevant data for analysis. The instrument of data collection employed was the questionnaire. The
population of the study comprises of five (5) paint manufacturing firms in Port Harcourt. A sample size of
8 staff from each of the regional offices of the paint manufacturing firms in Port Harcourt making 40
respondents and they were selected using the simple random sampling techniques. 40 copies were
retrieved and used for the analysis. The data was analyzed using the Spearman Rank Order Correlation
Coefficient statistic through the aid of statistical packages for social science version 25.0. The result of
the findings revealed the existence of significant and positive relationship between product quality and
customer loyalty of paints manufacturing firms in Port Harcourt. Hence, the researchers recommended
that producers of paint should concentrate their efforts on making the package of their product very
attractive in order to attract the interest of their customers, to enhance its performance.
Key Words: Product Quality, Customer Loyalty, Product Reliability. Product durability