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
The study examined the relationship between price fairness and customer loyalty in food and
beverage firms in Rivers State. The study adopted correlational research design. Data were
collected from a sample of 132 customers of food and beverage firms using a structured
questionnaire. The study utilized the Spearman’s Rank Order Correlation (r) to test its
hypotheses at 0.05 level of significance, relying on the Statistical Package for the Social Sciences
(SPSS) version 22.0. The study found that price fairness has significant positive relationship with
customer loyalty through repeat purchase and customer retention. The study concludes price
fairness drives customer loyalty in food and beverage firms in Rivers State; and recommends that
managers of food and beverage firms should avoid over-pricing of their products in order not to
lose their customers to competitors.
Keywords: Customer loyalty, customer retention, price fairness, repeat purchase