Brand Trust and Customer Retention: A Survey of Branded Automobile Dealers in Port Harcourt

N. Gladson Nwokah, Stephen M. Owuso


Brand trust has been recognized as an important factor that strongly influences customer loyalty. However, there has been little empirical research into brand trust and customer retention in the marketing literature. In this study we investigate the relationship between brand trust and customer retention and its impact on the automobile dealers in Port Harcourt This research adopts convenience sampling method to carry on a questionnaire and takes customers of the auto dealers  as a research sample, and send 512 questionnaires and receive 474 questionnaires, the receive rate is 92.5% The study adopts the SPSS software package carrying on by statistical analysis, descriptive statistics factor analysis z-test for a single sample cohens-d estimated effective sample size. It is proved that there is a strong relationship between brand trust and customer retention besides, word of mouth communication was observed to strongly moderate between brand trust and customer retention

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ISSN (Paper) 2312-5187   ISSN (Online) 2312-5179

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