Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.

Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.

The study sought to analyze the effect of customer loyalty on the performance of edible oil manufacturing firms in Kenya. The constructs of customer loyalty included: repurchase, positive word of mouth, recommendations, and commitment to the brand while firm performance was measured using sales volu...

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Bibliographic Details
Main Authors: Mwazuna, Alice Ngele, Tibbs, Charles Yugi, Museve, Elijah, Asiimwe, Judith Bijurenda
Format: Article
Language:English
Published: Kabale University 2024
Subjects:
Customer Loyalty
Repurchase
Positive Word
Recommendation
Commitment
Brand
Firm Performance
Online Access:http://hdl.handle.net/20.500.12493/2114
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