MEDIATING EFFECT OF CUSTOMER SATISFACTION ON THE RELATIONSHIP BETWEEN BRAND TRUST AND CUSTOMER LOYALTY IN YOGHURT COMPANIES, KADUNA STATE

Abstract

The number of yoghurt companies in Nigeria is on the rise; however, the challenge of securing consumer commitment to brands within the Nigerian yoghurt industry persists, contributing to fluc-tuations in market shares. This study therefore became imperative due to the effect of this fluctua-tion on customer loyalty to yoghurt companies. The study examines the mediating effect of custom-er satisfaction on the relationship between brand trust and customer loyalty in yoghurt companies in Kaduna State. Three hypotheses were established and a survey and cross-sectional research de-sign was used to collect data from respondents, employing a systematic sampling technique. Vali-dated instruments from past studies were adapted to measure brand trust, customer satisfaction and customer loyalty. A total of 391 customers participated in the study and partial least square structural equation modelling was utilized through Smart PLS 3.0. The result showed that brand trust and customer satisfaction have significant positive effect on customer loyalty and Customer satisfaction also significantly mediates the relationship between brand trust and customer loyalty. The study recommends that Management of yoghurt companies should elevate service delivery standards to bolster brand trust among customers. This involves incorporating customer-desired qualities into the product and ensuring adherence to product specifications. Strengthening brand trust can be achieved through consistent efforts in meeting customer expectations and enhancing overall product quality.