EMPIRICAL STUDY OF FUNCTIONAL CLUES AND CUSTOMER LOYALTY IN THE HEALTHCARE SECTOR OF LAGOS STATE, NIGERIA

Taiye T. Borishade1*, Rowland E. K. Worlu2 Oladele O. J. Kehinde3 Olaleke O. Ogunnaike4

 1(Dr.) Covenant University, Nigeria, taiye.borishade@covenantuniversity.edu.ng

2(Dr.) Covenant University, Nigeria, rowland.worlu@covenantuniversity.edu.ng

  3(Dr.) Covenant University, Nigeria, oladele.kehinde@covenantuniversity.edu.ng

     4(Dr.) Covenant University, Nigeria, olaleke.ogunnaike@covenantuniversity.edu.ng

*Corresponding Author

 

 Abstract

The purpose of this paper was to examine the relationship between functional clues and customer loyalty. However, the specific objective of this study was to determine the roles of functional clues in eliciting repeat purchase behaviour of customers. The study draws from the customer experience management strategy in investigating the methods in which customer loyalty can be built. The descriptive and inferential statistics were employed in this study. A survey of 365 healthcare customers from the selected four private hospitals in Lagos State, provided data for the study through questionnaire. Multi-stage sampling techniques were employed in the study. The data collected from the respondents were subjected to descriptive statistics in order to determine the sum, mean, standard deviation and the relative importance index. Using the Categorical Regression CATREG analysis, the study found that functional clues have positive influence on customer loyalty. It is therefore recommended, among other things, that health care managers must concentrate on understanding their patients’ needs, desires, cultural attitudes and then design tailored, reliable products, services that will enable them to satisfy those needs and wants which will invariably lead to customer loyalty.

Keywords: Functional clues; customer loyalty; repeat purchase.     


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CITATION: Abstracts & Proceedings of ADVED 2017 - 3rd International Conference on Advances in Education and Social Sciences, 9-11 October 2017- Istanbul, Turkey

ISBN: 978-605-82433-0-9