Usage Occasions on Customer Patronage among Fashion Firms in Port Harcourt

Abstract

This study empirically investigated the relationship between usage occasions on customer patronage among fashion firms in Port Harcourt. Specifically, the study sought to study how usage time and purchase frequency relates to customer satisfaction and customer loyalty of fashion firms in Port Harcourt. Customers of fashion companies in Port Harcourt made up the study's population, and a descriptive research approach was used. A sample size of 384 clients was determined using the Krejcie and Morgan table; nevertheless, 350 respondents were included in the research, which were chosen via a structured questionnaire from a large community. Data were analyzed using Pearson Product Moment Correlation to test the hypotheses. The findings reveal that usage time and purchase frequency which was proxies of usage occasions segmentation positively relate with both customer satisfaction and loyalty. These results emphasize the significant role that these factors play in driving customer patronage. The study therefore concluded that usage time and purchase frequency, as well as demographic factors of age, sex and marital status are pivotal factors influencing customer satisfaction and loyalty within fashion firms in Port Harcourt. It was therefore recommended amongst others that fashion firms should focus on improving service delivery times, including faster processing of orders and quicker response to customer inquiries. This will enhance customer satisfaction and contribute to positive experiences that could drive repeat business.