DOIONLINE

DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-13397

Publish In
International Journal of Management and Applied Science (IJMAS)-IJMAS
Journal Home
Volume Issue
Issue
Volume-4,Issue-8  ( Aug, 2018 )
Paper Title
Factors Affecting Brand Loyalty in Small Enterprises: Evidence from Kumasi, Ghana
Author Name
Emmanuel Oppong-Mensah, Ebenezer Adaku
Affilition
Texila American University, Ghana Institute of Management and Public Administration (GIMPA)
Pages
58-63
Abstract
This study uses the factors of brand loyalty model (i.e. customer satisfaction, brand image and brand perceived quality) to assess its impact on brand loyalty in small enterprises: evidence from Kumasi in Ghana. The data for the study was collected from managers or owners of small enterprises and customers as well. Stratified random sampling and simple random sampling were used to select managers and customers respectively. In all, 400 respondents (85 owners or managers and 315 customers) participated in the study. This served as for the administration of the questionnaire. The findings suggested that customer satisfaction is significantly related to brand loyalty in small enterprises as explained Ordinary Least-Squares (OLS) regression. Nevertheless, brand image and brand perceived quality are not significantly related to brand loyalty in small enterprises. Keywords - Brand Loyalty, Customer Satisfaction
  View Paper