Open AccessTHE EFFECT OF VALUE CO-CREATION ON CUSTOMER RETENTION IN AVIATION INDUSTRY IN NIGERIA
Author(s) -
Stanley Worlu,
I. AGBOR Dr. Sunny
Publication year - 2021
Publication title -
international journal of advanced academic research
Language(s) - English
Resource type - Journals
ISSN - 2488-9849
DOI - 10.46654/ij.24889849.s7314
Subject(s) - customer retention , business , marketing , aviation , customer satisfaction , customer advocacy , customer equity , sample (material) , value (mathematics) , service quality , engineering , service (business) , computer science , chemistry , chromatography , aerospace engineering , machine learning
The study examined the effect of value co-creation on customer retention in Aviation Industry in Nigeria. Customers are becoming more apprehensive of firms they are satisfied and want to always be part of their value co-creation and satisfaction. A sample size of 303 customers and employees were surveyed through questionnaire. The data were analyzed using regression analysis which was facilitated by the application of Statistical Package for Social Science (SPSS Version 23.0). The study found a significant relationship between value co-creation and customer retention in Aviation Industry in Nigeria. Hence, the study concluded that value co-creation affects customer retention thus, recommended that Management should retain customers who develop customer citizenship as this will increase customer retention in Aviation Industry in Nigeria. Management should pursue customer retention strategies by engaging and involving customers in strategic activities that will lead to quality business transaction to increase emotive commitment in Aviation Industry in Nigeria.