Relationship between Corporate Reputation and Customer Loyalty on Nigerian Food and Beverages Industry: PLS Approach

Subject Areas : General Management

A. H. Gorondutse ¹ , H. Hilman ² , M. Nasidi ³

1 - School of Business Management, College of Business, University of Utara, Kedah Darul Aman, Malaysia
2 - School of Business Management, College of Business, University of Utara, Kedah Darul Aman, Malaysia
3 - Kano State College of Arts and Science, Kano, Nigeria

Received: 2014-03-16 Accepted : 2014-03-16 Published : 2014-04-01

Keywords: Corporate reputation, Customer loyalty, Food and beverages, PLS and Nigeria,

Abstract :

This study used the partial least squares (PLS) approach to examine the effect of corporate reputation on the customer loyalty of the Food and Beverages Industry in Nigeria. The data for this study were collected from the customers in Kano State Nigeria. Out of 250 distributed questionnaires, 212 usable questionnaires were returned. Before examining the effect of corporate reputation on the customer loyalty of Food and Beverages Industries, the validity and reliability of the measurement, outer, model was investigated and confirmed in line with the standardized reporting style of PLS structural equation modeling. The results of the study concerning to the impact of corporate reputation on the customer loyalty of Food and Beverages Industries was confirmed in line with the premises of the theory of planned behavior that looks intention could be the best determinant of an individual’s behavior. The last section of the study discusses the findings and provides further insights into the future research were also discussed.