EFFECT OF SERVICE QUALITY ON CUSTOMER LOYALTY OF FOOD AND BEVERAGES COMPANIES IN KADUNA STATE
ABDUL-QADIR, Ahmed B.
Department of Business Administration
Federal University, Gusau
ABUBAKAR, Hadiza S.
Department of Business Administration
Kaduna State University
and
UTOMI, Queensley
Department of Business Administration
Kaduna Polytechnic
ABSTRACT
Service quality in beverage industry is relatively more challenging to measure than in other service industries, in which system and work processes consist of distinct but inter-related tasks. This study is to examine the effect of service quality on customer loyalty of food and beverages companies in Kaduna State. The main objective of this study is to examine the effect of service quality on customer loyalty of food and beverages companies in Kaduna State. The source of data collection for this study was primary source. The method for data analysis was multiple regression. The findings of the study indicate that Interactive Quality is found to have positively and significantly impacted on the customer loyalty at five percent level of significance. The study concludes that interactive quality has impact on customer loyalty of listed food and beverages company in Kaduna. The study recommends that the management of the companies should develop policies that will neutralizes the dominance of one interactive quality against the other and also adopt best international practices in improving service quality in their organizations.
Keywords: Service Quality, Interactive Quality and Customer Loyalty