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Author(s): Rikwentishe Rimamnde (Ph.D.), Nkpurukwe Obabuike Ikeni (Ph.D.), Agabi Tswensan, Inusa Ibrahim.

Volume/Issue: Volume 9, Issue 3 (2026)

Page No: 39-51

Journal: African Journal of Accounting and Financial Research (AJAFR)

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Abstract:

This study examined the effect of customer value creation on brand loyalty of local rice producers in Taraba State, Nigeria. Specifically, it investigated how product quality and brand reputation influence brand loyalty among consumers of locally produced rice. A descriptive research design was adopted, and data were collected through structured questionnaires administered to 120 respondents. The reliability of the instrument was confirmed using Cronbach’s alpha (0.81), indicating acceptable internal consistency. Data analysis involved correlation and regression techniques to assess the relationship between customer value dimensions and brand loyalty. Findings revealed that product quality significantly enhances brand loyalty by improving customer satisfaction, confidence, and repeat purchase behavior (β = 0.362, p < 0.05). Similarly, brand reputation positively influences brand loyalty by strengthening consumer trust and encouraging long-term patronage of locally produced rice (β = 0.298, p < 0.05). Collectively, these factors contribute to improved customer retention, stronger market positioning, and sustainable competitiveness for rice producers. The study contributes to the literature by providing empirical evidence from the agro-processing sector in Taraba State, highlighting the importance of delivering superior product quality and maintaining credible brand reputation in strengthening customer loyalty. It recommends that local rice producers invest in improved processing technologies, quality control systems, and effective branding strategies to enhance customer trust and sustain long-term brand loyalty.

Keywords:

Product Quality, Brand Reputation, Brand Loyalty, and Customer Value Creation.

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