Factors Affecting Customer Loyalty in Nueva Ecija, Philippines

Abstract ―​

Customer loyalty is one of the important things that a business wants, especially if they want to build their brand. In the vast variety of brands for every product in the market, gaining a customer's loyalty is a challenge. The research objective was to analyze the factors that affect customer loyalty and their impacts. The research focused on the factors which are brand awareness, brand image, and customer satisfaction.This research utilized quantitative research design and descriptive analysis as it aims to describe and summarize the data that have been gathered. The study was conducted at Nueva Ecija. The researchers used a random sampling design. A total of 385 respondents were online consumers residing in Nueva Ecija. The data collected from the respondents were encoded, tallied, and analyzed using statistical tools such as Percentage, Frequency Distribution, Weighted Mean, and Thematic Analysis.The results showed that brand image, brand awareness, and customer satisfaction have significant effects and impacts on gaining a customer's loyalty. As such, the improvement of marketing strategies can be adopted by the companies to increase customer retention and gain their loyalty to a business’ brand.