INFLUENCE OF CORPORATE IMAGE, PERCEIVED VALUE, AND SERVICE QUALITY ON CUSTOMER LOYALTY TO INDIGENOUS BRANDS IN NIGERIA

Abstract

This study examines the influence of corporate image, perceived value, and service quality on customer loyalty to indigenous brands in Nigeria. In an increasingly competitive market, indigenous brands face significant pressure from local and international competitors. Sustaining customer loyalty is therefore essential for their survival, growth, and contribution to national economic development. A quantitative research design employing a cross-sectional survey approach was adopted. The target population comprised customers of selected indigenous brands in the fast-moving consumer goods (FMCG) and household wear sectors in Surulere, Lagos State. Using stratified random sampling, 375 respondents were selected. Data were collected through a structured Corporate Image, Perceived Value, and Service Quality Questionnaire (CIPVSQ), validated by experts and tested for reliability using the split-half method and Pearson Product Moment Correlation Coefficient. Descriptive statistics, mean scores, standard deviation, chi-square, regression analysis were used to test the hypotheses. Findings revealed that corporate image, perceived value, and service quality each significantly influence customer loyalty, with corporate image emerging as the strongest predictor. The regression analysis underscored that loyalty cannot be explained by a single factor but results from a combination of functional value (perceived value), relational trust (service quality), and symbolic appeal (corporate image). The study concludes that strengthening corporate image, delivering high perceived value, and ensuring consistent service quality are critical strategies for enhancing loyalty to indigenous brands. Recommendations include sustained brand reputation management, value-driven product delivery, and improved customer service practices.